Bucharest, November 2nd, 2017 – Coca‑Cola HBC Romania, the largest beverage company in the local, enters a new category, coffee. The company today announces the extension of its portfolio with a new brand, Lavazza. As of October 15th, Coca‑Cola HBC Romania becomes the sole authorised distribution partner for Lavazza products on the local market, following a partnership agreement with Luigi Lavazza S.P.A.

Coca‑Cola HBC Romania will distribute the entire range of Lavazza products in all channels: retail, vending machines, offices and HoReCa). The Italian brand complements the range of soft drinks, juices, mineral water, energy drinks, tea and cold ready-to-drink coffee (RTD) offered by the company to Romanian consumers.

We want to be closer to our consumers, to build stronger partnerships with our customers, to always have a relevant beverage portfolio for them. That is why we are constantly looking for new ways to offer diversity in terms of beverages and packages. The agreement our company now has with Lavazza marks an important step in supporting our strategic goals, to be present in all consumption occasions and follow our 24/7 vision: be close to customers and consumers 24 hours out of 24, 7 days out of 7. We are happy to offer our customers and consumers a brand with a strong perception locally, driven by the Italian assets, heritage, quality. Dan Timotin, Country Sales Manager, Coca‑Cola HBC Romania

Although Romania is in the second half of the European top of countries based on coffee consumption, according to studies*, over 90% of Romanian population over 18 years old drinks coffee or coffee based beverages. The average coffee consumer drinks 2.4 coffees per day, most of it taking place at home. Lavazza, which is present locally for more than 15 years, registered a very good performance on the Romanian market. Present in over 90 countries, leader in Italy (share of the market by value to 41%), Lavazza is a strong brand in the coffee industry and the quality symbol for espresso, with a history of over 120 years of investment and innovation.