The partnership with Coca-Cola HBC, fruitful to Lavazza | Progresiv
The volumes sold by the Lavazza premium coffee brand will grow this year by 14%, an evolution also sustained by the local partnership with the Coca-Cola HBC giant, Paola Autiero, Head of Marketing Eastern Europe Lavazza, said to Progresiv. 
Coca-Cola HBC Romania, the leader of the local soft drinks market, took over last year Lavazza coffee distribution through a regional partnership signed with the Italian coffee maker. In Romania, the Lavazza brand was distributed through Aquila (retail and vending machines) and La Fantana (Office and HoReCa). The partnership was concluded at regional level, in addition to Romania, Coca-Cola HBC taking over the distribution of Lavazza in the markets of Switzerland, Bulgaria, Hungary and Greece. On the local market, Coca-Cola HBC has opted for a direct distribution in international retail and independent trade chains, while in HoReCa and the vending area, distribution will be made with the company’s partners.
"The Eastern Europe region is one of the areas with the highest increases in revenues and volumes sold for Lavazza. We started this partnership with Coca-Cola because they have the power to increase distribution in modern retail but also in traditional trade. We want more visibility in the store. For example, we are working on a shelf project in Carrefour, where we want to focus more on increasing the premium coffee category, "Paola Autiero explained.
According to her, volumes sold by the local Italian brand would grow this year by 14%, similar to the one in the region.
"We want to become less dependent on modern trade over time, as 90% of sales happen there. We want to be closer to consumers, and traditional trade is the answer. We also created smaller packaging for this format of stores, we want to convince consumers to try our products. We also offer promotions. What we've noticed in retail is a preference for products that come from a single source, and, of course, the effervescent evolution of capsules. Growth comes mainly from supermarkets and there is a similar phenomenon in the case of discounts, while the importance of hypermarkets is decreasing", added Paola Autiero.
Founded in Turin in 1895, Lavazza produces and distributes coffee in more than 90 countries and employs about 3,000 people.
Coca-Cola Hellenic Bottling Company is one of the world's largest Coca-Cola bottlers with operations in 28 countries and a volume of more than 2 billion crates per year. In Romania, last year, the producer registered a turnover of 2.21 billion lei and a net profit of 337.8 million lei, according to data provided by the Ministry of Finance.
