Coca-Cola HBC Montenegro continues to strengthen its position as one of the key players in the country’s beverage industry - not only through sales performance, but also through its impact on the market, the hospitality sector and the wider community. The broadest 24/7 portfolio, agility in responding to consumer needs, and on-the-ground support for our partners have become clear competitive advantages for the company, especially during periods of peak consumption.
In this interview for Caffe Montenegro, Velimir Radojević, General Manager of Coca-Cola HBC Montenegro, talks about the summer season behind us, the role of innovation and on-the-go formats, the value the Coca-Cola system creates in Montenegro, and the company’s priorities going forward.
C.M: Looking at the summer behind us from the perspective of consumption and hospitality, how would you describe the season?
- Overall, this season was extremely strong for us, especially in the HoReCa channel. As always, our top priority was to ensure reliable 24/7 availability of our portfolio and to fully support our partners and customers across Montenegro. A broad and diverse product range, high-quality field execution, close cooperation with our customers and a clear understanding of consumer habits delivered results we are satisfied with.
In the first nine months of this year, we recorded growth compared to the same period last year. This growth is most visible in the sparkling soft drinks category – led by Coca-Cola Original and Coca-Cola Zero – along with very strong performance of the 330 ml can format. Rosa water also has serious momentum, both still and sparkling, with stable growth across multiple sales channels.Data shows that, in line with a modern, fast-paced lifestyle, consumers are increasingly looking for quality “to go” solutions, meaning immediate consumption on the move. Our offering is designed specifically to meet that demand in the right way.
C.M: What makes the Coca-Cola HBC Montenegro portfolio so strong?
- If I had to single out one example that best reflects our strength – global expertise combined with local relevance – it would definitely be Rosa. Exactly twenty years ago, the Rosa “Vlasinka” bottling plant became part of the Coca-Cola system. Since then, year after year, both in the regional market and here in Montenegro, Rosa has continued to confirm its success and our conviction that it is now far more than “just bottled water.” Recognised for its quality, with continuous growth in both formats – Rosa Vlasinka still water and Rosa Homolje sparkling water – it has become the first choice for our consumers, which is clearly reflected in sales results, especially during the summer months.
Of course, the strength of our portfolio is also in the breadth of choice throughout the day – our 24/7 approach. From refreshing sparkling drinks (Coca-Cola, Coca-Cola Zero, Fanta, Schweppes, Sprite), to Next juices and Fuze Tea iced tea. Then you have the Monster and Ultra energy drinks, as well as the range of premium alcoholic beverages we distribute, alongside the brands we own, such as Finlandia vodka. We are also seeing continuous growth in demand for no-sugar options, and we are strengthening our position in sports drinks with brands such as Powerade.
We are paying very close attention to the coffee category as well, which is deeply rooted in everyday life here. This summer season we rounded off with a strong milestone together with our partners from the Vergnano team, whom we supported in opening the first Caffè Vergnano 1882 coffee shop in Porto Montenegro. In that way we’re offering consumers an authentic coffee tradition paired with contemporary trends and the quality our brands bring.
C.M: How does a global system like Coca-Cola leave a tangible mark on Montenegro’s economy and society?
- We have been operating in the Montenegrin market for more than 20 years, and last year, by presenting the results of our first Socio-Economic Impact Study in Montenegro, we demonstrated that at the core of our operations we are, in fact, a local company. We are proud of that, because throughout our entire value chain we create opportunities for mutual growth and for improving the overall business environment.
To give just one example: in 2022, as part of the Coca-Cola system, we generated a total of €63 million in value, which is equivalent to 1% of Montenegro’s GDP. We also supported more than 2,200 jobs. In addition, a wide range of programmes and initiatives focused on youth development and environmental protection shows that a large system can drive even stronger progress in the community it is part of.
Our contribution is visible in sustainability, youth empowerment and support for culture. This summer, we were once again a partner of the KotorArt festival, an event of national importance. In the area of environmental protection, together with the NGO Zeleni talas, we are currently implementing the “Recycle, Donate, Win” initiative. In just 20 days, citizens of Podgorica collected more than 50,000 pieces of packaging, demonstrating strong environmental awareness and a real willingness to change behaviours to protect nature. We are also especially committed to youth programmes – the ninth season of the Coca-Cola Support to Youth initiative is underway, and more than 5,000 participants have so far gained practical knowledge and skills through this programme.
In short, we translate global strength into measurable local impact – today and in the long term – for the benefit of Montenegro’s economy and the wider community.
C.M: What are your key priorities and plans for next year?
- We will continue to build steady, sustainable growth based on a relevant portfolio, strong brands and partnerships that deliver measurable results. In practice, that means reliable availability across all channels, further development of our 24/7 portfolio, and advanced commercial and analytical tools that allow us to plan product mix by location more precisely and respond faster to changes in demand.
We will stay focused on further strengthening the on-the-go format, driving growth in no-sugar categories, water and sports drinks, and expanding in coffee – both in hospitality and in retail. Equally important, we will continue investing in people and their skills, and in building partnerships with our key customers, because strong relationships with them together with continuous investment in the capabilities of our people are the greatest value of our business.
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