ROMANIA: Coca-Cola HBC takes over Lavazza coffee distribution through a regional partnership | Progresiv

Coca-Cola HBC Romania, leader of the local soft drinks market, took over the Lavazza coffee distribution through a regional partnership with the Italian coffee maker. In Romania, the Lavazza brand was distributed through Aquila (retail and vending machines) and La Fantana (office area and HoReCa).

"What determined this joint venture partnership between Lavazza and Coca-Cola HBC was: Lavazza's desire to have a unique partner with extensive geographical coverage, and hence the opportunity to grow for Lavazza. As far as we’re concerned, the decision is based on the 24/7 strategy, as we call it, to be permanently near our consumers and customers on all occasions, at all times of the day, according to preferences", said Dan Timotin, Sales Director Coca-Cola HBC Romania.

The partnership was signed 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, and in HoReCa and the vending area, distribution will be made with its partners.

"Regarding the plans that Coca-Cola HBC has set for this division, the goal is to double Lavazza's turnover over the next 3-4 years in Romania. Lavazza has a varied portfolio of products, and certainly in the next period we will see an expansion of the range of products", the manager added.

Founded in Turin in 1895, Lavazza produces and distributes coffee in more than 90 countries and employs about 3,000 people. Last year the company reported a turnover of 1.34 billion euros.

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, in 2016, Coca-Cola HBC reported sales of 167 million crates, up by 9% over the previous year. According to the financial results reported by the company to the Ministry of Finance, last year, the producer posted 2.22 billion lei, up by 5% from the previous year.