Premium spirits are an important part of the Coca-Cola HBC product range, in line with our Leading Beverage Partner vision

Our premium spirits business is a strategic category in leveraging our 24/7 portfolio, offering solutions for every beverage consumption occasion.

The premium spirits in Coca-Cola HBC help us accelerate the growth of our single-serve non-alcoholic ready-to-drink brands, as we can strengthen our customer relationships and better address important adult consumption occasions through mix activation.

The highly complementary premium spirits category is now available in 23 of our markets, leveraging our strength in distribution and execution excellence. With the addition of premium spirits, Coca-Cola HBC creates a compelling offering for HoReCa customers, offering one-stop-shopping. This provides us with strong cross-selling opportunities for our core beverage portfolio in new, lucrative outlets.

We rely on our strategic relationships and agreements with our premium spirits partners:

  • In 2013 we started our partnership with Brown-Forman (Jack Daniels, Finlandia) as a distributor of their products.
  • In 2014 we became distributor of Edrington.
  • In 2016 we expanded the Edrington portfolio with the brands The Famous Grouse, The Macallan, Highland Park, The Glenrothes, Rum Brugal.
  • In 2017, CCH acquired MB Impex in Serbia which is the producer of the bitter liqueur Zlatni Pelin and the brandy Zlatna rakia.
  • In 2018 we started two new successful partnerships with MAST Jägermeister and with Campari Group for the gin portfolio brands Bickens and Bulldog.

Premium Spirits Responsible Marketing Policy

Our Premium Spirits Responsible Marketing Policy sets the framework applicable to all our marketing activities relating to premium spirits products the company distributes, including but not limited to selling activities, merchandising, sales and brand advertising, marketing and promotional activities, development and content of brand web sites, electronic communications and digital media, product placements and sponsorships, and labeling and packaging. The Policy applies to all our markets where we distribute premium spirits and is to be strictly adhered to by our employees and third parties engaged in the marketing of premium spirits, in order to reflect Coca-Cola HBC’s high standards, core values and social responsibility commitments.


Premium Spirits Brands