Our vision, strategy and purpose

Our vision and approach

Our vision: We want Coca‑Cola HBC to be the undisputed leading beverage company in every country where we do business.


Our values

Everything starts with our values. They are what make us different and motivate, inspire and energies 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
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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.


Our strategic framework

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

Our Play to Win strategic framework Our Play to Win strategic framework

Strategic priorities

To deliver our vision we focus on four strategic priorities.


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Community trust

Building trust within our communities

We believe that our business can only be as healthy and strong as the communities in which we operate. In the long run, healthy, sustainable businesses require thriving communities.

Trust is the foundation of our relationships with shareholders, customers, consumers, employees, institutions and business partners, and we build trust through responsible, sustainable management of our business.

For more than a decade, we have worked to embed corporate responsibility and sustainability into all of our business processes and decisions. We identified the environmental and social issues that are most material to our business, consulted with key stakeholders and developed ambitious strategies and commitments to create value for all stakeholders and minimise negative impacts. We have also consistently set ambitious long-term targets and reported against them, holding ourselves accountable to delivering on our commitments.

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Consumer relevance

Offering our consumers the right products for all occasions

For Coca‑Cola HBC, consumer relevance means meeting and exceeding consumer expectations by offering the right products, in the right packs, through the right channels for the right occasion. These products must be consistently fresh, in premium condition, and presented cold when that is appropriate.

Customer preference

Delivering the products and services our customers expect

Building successful relationships with our customers is fundamental to our success. We work hard to ensure our people are constantly focused on customer needs and satisfaction. We aim to exceed expectations in terms of delivery and execution to be the best supplier, and work as partners in creating value to achieve the best relationship.

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Cost leadership

Focusing on a cost efficiency mindset

In 2016, raw material costs were stable compared to 2015, and foreign exchange movements in certain countries continued to have an adverse impact on our profitability. However, our focus on cost control continued, and this helped to ensure that the increase in revenues due to price and product mix improvements benefited our bottom line. Our comparable operating margin increased from 7.5 percent for 2015 to 8.3 percent for 2016.


In addition to managing the cost structure of the business, we continued to improve our ability to use natural resources efficiently. We have taken additional steps to ensure that we achieve our long-term targets to reduce water and energy consumption, and contribute to the achievement of global goals regarding climate and clean water. In 2016, we invested a total of €10.7 million in water‑ and energy-saving initiatives during the year, and we estimate that these investments will be recouped through lower energy and water costs by 2019.

Our wider purpose

We believe what we do matters – to our business and beyond.

In every country in which we operate, we have an impact on the lives of consumers, our employees and communities. This brings a wider responsibility – a wider purpose for our business.

That purpose is to bring togetherness, spread happiness and inspire a better future.

Our purpose motivates our people to make a meaningful contribution – not just to our business but to society as a whole. It expresses our love for our brands, the passion we have for our business, our care for one another and our optimism which keeps our aspirations and expectations high.

  • Togetherness is what defines us – we always stand up for one another, look to bring meaning to our everyday lives and contribute to the greater good of the world
  • Happiness is what we spread with every bottle in the marketplace. Our happiness comes from within and it spreads – to our consumers, customers and partners as we share our love for our brands and our joy in life
  • A better future as, every day, we are inspired to keep giving to our communities so we can grow together towards a sustainable future.
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