Yordan Slavov: At Coca-Cola HBC, we strive for acceleration in all categories we cover

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We are planning a lot of surprises for the summer days, the Coffee & Premium Spirits Business Director tells

The alcohol market continues to evolve, and more unconventional offerings are being sought. What is your vision for the future of the spirits portfolio of Coca-Cola HBC Bulgaria?

For us, having something to offer at any time of day, any day of the week is important. This implies being attractive to those who consume so-called "pure" drinks, as well as to everyone for whom cocktail culture is preferred. Interestingly, for example, cocktails that use tequila as a base are becoming increasingly popular globally - a trend that we expect to come here and for which we have ready-made offerings in our portfolio such as Patron.

Also, the trend towards premiumization continues to be relevant. It's important for us to continue to offer unique bottles in partnership with the top-tier brands in our portfolio, such as The Macallan. On that note, I can share that the brand's most matured collectible single malt whisky, The Reach, is coming to Bulgaria and in June, the most dedicated fan of the brand in the country will have the opportunity to own 1 of 288 bottles worldwide. At the same time, the new collaboration with Bacardi gives us the opportunity to cover categories we have not operated in before, such as vermouth and sparkling wines. This is, of course, in line with our ambition to continue to offer proven brands in categories and segments that are growing in terms of consumer demand, but also to develop new brands as well as innovate in existing ones.

What are the challenges facing the coffee business and alcoholic beverages and what new developments we can expect in the Summer - the full interview with Yordan Slavov can be found here.