Our Purpose and Strategy

Our vision, strategy and purpose

Our vision is to be the leading 24/7 beverage partner – growing with our customers by ensuring we have a beverage for every occasion around the clock.

To deliver this, we introduced a new strategy in 2019, Growth Story 2025. This is built on five key pillars of growth, underpinned by Growth Mindset Values and guided by ambitious targets. 

We are devoted to growing every customer and delighting every consumer 24/7 by nurturing passionate & empowered teams of people while enriching our communities & caring for the environment.

Our Growth Pillars

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Leverage our unique 24/7 portfolio

Our portfolio is one of the strongest, broadest and most flexible in the beverage industry, which means that we have a product range that we can deploy across high value occasions and channels to capture substantial growth opportunities.

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Win in the marketplace

Our consumer-centric portfolio is enhanced by a customer-centric sales approach. We use increasingly sophisticated market and customer insights to create category strategies that create value for our customers, ourselves and our shareholders.

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Fuel growth through competitiveness & investment

We have a strong track record of driving efficiencies and savings and remain focused on finding smarter and faster ways to operate. Capturing these allow us to accelerate investments in growth areas such as cold drink equipment, production and logistics infrastructure, customer service and the capabilities of our people.

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Cultivate the potential of our people

We are 28,000+ passionate, diverse and committed professionals. Identifying, nurturing and cultivating talent is key. Our structure, large geographical footprint and the diversity of markets provides our people with valuable and versatile operational experience. This comprehensive understanding of our business allows them to make a tangible contribution to our growth.

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Earn our licence to operate

Enriching communities, caring for the environment and ensuring we act in a sustainable and ethical manner is central to our ethos. In 2018 we introduced a new set of ambitious sustainability targets and have embarked on a World Without Waste journey with The Coca‑Cola Company. We also continue to reduce emissions from our operations and focus our minds and actions on water use and stewardship, ingredient sourcing, nutrition, wellness and wellbeing within our organisation and our communities.

2021-25 Targets

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Our Growth Mindset Values

Coca‑Cola HBC's vision is to become the undisputed leader in every market where it does business.

Our approach reflects who we are and how we behave.

Our values

Everything starts with our values. They are what make us different and motivate, inspire and energise us to help us reach our goals.

  • Authenticity: we have deeply felt values, act with integrity and do what is right, not just easy
  • Excellence: we strive to amaze, with passion and speed
  • Learning: we listen and have a natural curiosity to learn
  • Caring for our people: we believe in our people, invest in them and empower them
  • Performing as one: we believe in the power of working together, contributing in every interaction
  • Winning with customers: our customers are at the heart of everything we do

Our people

Our people play a fundamental role in the sustainable growth of our business. Therefore we are committed to recruiting, developing and engaging talent and encouraging a high-performance mindset across the business.

Strategic framework

It all comes together in our strategic framework, driven by four strategic priorities: community trust, consumer relevance, customer preference and cost leadership.

We are in good shape for growth, as we are an inherently competitive selling organisation. Our strategic framework reminds us that success will come from collaboration across the business and with our partner in growth, The Coca‑Cola Company.

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