Our Purpose and Strategy

Our Vision, Strategy and Purpose

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.