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 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 consumer moment around the clock.

Our purpose

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.

Growth Story 2025

To deliver on our vision, we introduced a new strategy in 2019. Growth Story 2025 gives us a roadmap to grow with our customers and to delight consumers across our 28 markets, around the clock. We do this by empowering our people and building trust by operating our business responsibly and sustainability.

Built on five key pillars of growth, each of which is a core strength or competitive advantage, our 2025 strategy is underpinned by new Growth Mindset Values and guided by ambitious targets. This plan to achieve our vision reflects the significant opportunities ahead that will help us deliver growth and value for our Company and all of our stakeholders.

Read more on our purpose, vision and Growth Story here.

Our people

Coca‑Cola HBC is made up of more than 28,000 passionate, diverse and committed professionals. Identifying, nurturing and cultivating their talent is key. Our structure, large geographical footprint, and the diversity of markets provides our people with valuable and versatile operational experience. In turn, this comprehensive understanding of our business allows them to make a tangible contribution to our growth. There is absolutely no doubt that our approach to talent development has been a critical part of our growth and success.

Our Growth Mindset Values

Everything starts with our values. They are what make us different and motivate, inspire and energise us to help us reach our goals.

  • Winning with customers: We are the selling organisation devoted to providing innovative solutions to create shared value.
  • Nurturing our people: We believe in our people, and have a passion to develop ourselves and others.
  • Excellence: We strive for unparalleled performance by amazing customers with our passion and speed.
  • Integrity: We always do what is right, not just what is easy, and are accountable for the results.
  • Learning: We listen, have a natural curiosity to learn and are empowered to take smart risks.
  • Performing as one: We collaborate with agility to unlock the unique strength of diverse teams.  

Our growth pillars

Our 2025 strategy is built upon five key pillars of growth – each of which is a core strength or competitive advantage, reflecting our capabilities and the significant opportunities that will help us deliver another step up in performance through 2025.

2021-2025 targets

In 2016, we set out ambitious medium-term growth targets for 2020, which we have either consistently met or are well on track to meeting. In light of this progress, we have communicated a new set of targets, which underline our 2025 vision.

  • 5-6% FX-neutral revenue growth per annum, on average
  • 20-40bps EBIT margin growth per annum, on average
  • Employee engagement score greater than the high performing norm
  • Accomplish Mission 2025 sustainability commitments