Our strategy

Our 2020 Play to Win strategic framework is based on our core values and four strategic imperatives: community trust, consumer relevance, customer preference and cost leadership.


We Play to Win with The Coca‑Cola Company, our partners in growth. The talent of our people and our high performance mindset are what underpin our efforts to achieve our targets.

Community trust Building trust within our communities 

We believe that our business can only be as healthy and strong as the communities in which we operate. In the long run, healthy, sustainable businesses require thriving communities.  Trust is the foundation of our relationships with shareholders, customers, consumers, employees, institutions and business partners, and we build trust through responsible, sustainable management of our business.  For more than a decade, we have worked to embed corporate responsibility and sustainability into all of our business processes and decisions. We identified the environmental and social issues that are most material to our business, consulted with key stakeholders and developed ambitious strategies and commitments to create value for all stakeholders and minimise negative impacts. We have also consistently set ambitious long-term targets and reported against them, holding ourselves accountable to delivering on our commitments.

Consumer relevance

Offering our consumers the right products for all occasions  For Coca‑Cola HBC, consumer relevance means meeting and exceeding consumer expectations by offering the right products, in the right packs, through the right channels for the right occasion. These products must be consistently fresh, in premium condition, and presented cold when that is appropriate.

Customer preference

Delivering the products and services our customers expect  Building successful relationships with our customers is fundamental to our success. We work hard to ensure our people are constantly focused on customer needs and satisfaction. We aim to exceed expectations in terms of delivery and execution to be the best supplier, and work as partners in creating value to achieve the best relationship.

Cost leadership Focusing on a cost efficiency mindset 

Managing cost effectively is an essential part of our long-term strategy for market leadership and sustainable growth. We aim to make the business more competitive by creating a lean organisation that’s able to exploit efficiencies across our markets.     Our focus areas include tight working capital management, operating expenses control and strong and sustained free cash flow generation. Such achievements will allow Coca‑Cola HBC to capture future growth opportunities through strategic investments. Steps we have taken to support this priority include infrastructure optimisation, warehouse and logistics excellence through the use of SAP, and moving some of the transactional processes of Finance and Human Resources to a shared services centre.