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

Our vision is to become the undisputed leader in every market in which we compete.

We achieve leadership through:

— Developing excellent people
— Achieving excellent customer partnership and consumer satisfaction
— Exploring new opportunities
— Building and leveraging superior organizational capability
— Excelling at Availability, Affordability, Acceptability and Activation
— Continuously optimising our costs

We act responsibly to ensure the sustainability of our business, our communities and the world in which we live.


Our values

At Coca‑Cola HBC, we are committed to six core values, along with their behaviours which support them and shape the way we work every day.

Everything starts with our values; they are the DNA of our company and are essential to our future success.

  • Authenticity: we 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 we empower them
  • Performing as one: we believe in the power of working together, contributing in every occasion
  • Winning with our customers: our customers are at the heart of everything we do.

Our values are deeply embedded in our Play to Win strategic framework that aims to deliver superior value every day in community trust, consumer relevance, customer preference and cost leadership.