Coca-Cola HBC gives up Lavazza distribution | Progresiv

Coca-Cola HBC gives up the distribution of Lavazza products, the distribution being taken over by Aquila Part Prod Com, the largest consumer goods distributor in Romania. The contract begins in November and regards the distribution of Lavazza products to trade and food services channels, Aquila being the exclusive distributor.

This contract marks a new stage in the development of Lavazza in Romania, a stage that aims to increase the number of consumers of Lavazza products of any kind through a more direct approach, through innovations and new products. This partnership is also an investment in the growth of business on the local market, demonstrating the importance it has for Lavazza, Romania being one of the most important markets for the Italian brand.

"We are very happy to resume our collaboration with a professional and trustworthy partner such as Aquila Part Prod Com SRL. Romania is a strategic country for us: we are determined to expand our business in this market with a more direct marketing approach, developing strong partnerships with specialized local distributors. The Lavazza mission, a global premium brand, is to promote the genuine Italian coffee experience in the world in all its forms, across all categories and channels, and continue to put quality at the center of all our activities", said Mauro Mantovani, Global CCO of the Lavazza Group.

Aquila distributed Lavazza products to the local market until October 2017, the distribution being later taken over by Coca-Cola HBC. The partnership was concluded at regional level, in addition to Romania, Coca-Cola HBC taking over the Lavazza distribution in the markets of Switzerland, Bulgaria, Hungary and Greece.

Aquila Group has an extensive coffee and sales experience such as retail, food service, coffee vending machines and online stores, with many international brands in its distribution portfolio. Last year, Aquila Part Prod Com reported a turnover of 973 million lei, up by 7% over the previous year.

Established in Turin in 1895, Lavazza is owned by the four generations of the Lavazza family. Considered one of the most important coffee roasters in the world, the group currently operates in over 90 countries through a vast network of own subsidiaries and distributors, with 64% of revenue generated by foreign markets (not Italy). Lavazza reported a turnover of 1.87 billion euros for the past year and has about 4,000 employees.