How we will grow our coffee business and win in the market
Etienne Gossart, Vice President Group Hot Beverages, Coca-Cola European Partners shares how we will grow our coffee business and win in the market.
We have a strong portfolio of products and packs of the world’s best brands. Alongside our franchise partners, we have a clear beverages for life strategy. We’re focused on growing our leading Coca-Cola Trademark brands, and supporting our other great products like Sprite, Fanta, Fuze Tea and Monster.
But a significant focus for us, and me personally, is building a platform for growth in coffee. Coffee is an important category for our business with the coffee market valued at around €59 billion across Western Europe.
We already have well established ready-to-drink coffee products, but now have the exciting brand Costa Coffee to provide us with even more opportunity to grow in a fragmented market.
The Costa brand has been part of The Coca-Cola Company since 2019 and has a scalable platform across multiple formats and channels – from the Costa Express vending system to ready-to-drink products.
Costa is already the leading coffee brand in Great Britain and we recently introduced the ready-to-drink range – gaining a 4% value share just 10 months since they were introduced to the market. Last month, Costa launched in Germany, starting in Berlin and Cologne.
Our launch in Germany has two initial pillars. Consumers will be able to enjoy freshly brewed Costa Coffee, either served by one of our away from home partners or from one of the innovative Smart Café machines for high quality coffee on the go. Next year, we will continue this roll-out and expand our geographical area of focus in Germany.
The German coffee market is the fifth largest market in the world, with a total value of €16 billion. It is forecast to grow to €20 billion by 2025 so has huge potential – and we’re not stopping there. From next year, we are looking to expand our Costa platform across more of our markets in Western Europe.
The launch of Costa Coffee in Germany supports our long-term strategy, alongside our partners at The Coca-Cola Company, to grow and become the world’s most loved coffee brand – sustainably delivering more cups of great coffee, to more people, more often.
We will continue to expand into the coffee category by working with all of our partners on key coffee solutions and innovations, which will drive revenue and margin growth for our business and support our ambitious sustainability commitments.
Etienne Gossart, Vice President Group Hot Beverages, Coca-Cola European Partners