Coca-Cola wants to increase its share of the Hungarian coffee market

By: Trademagazin Date: 2022. 09. 22. 12:56

Coca-Cola HBC would increase its share of the Hungarian coffee market, which has started distributing a new coffee brand, Caffé Vergnano, the company announced at its press conference in Budapest on Thursday.

According to forecasts, the coffee market is moving in the direction of quality

Gábor Árok, head of Coca-Cola HBC Hungary’s coffee portfolio, said that by the end of 2023, Caffé Vergnano’s market share could reach 0.5 percent, with annual volume growth of 200 percent and sales revenue of 220 percent; and the market share of Costa Caffee products may increase from the current 2.3 percent to 3.5 percent by the end of next year.

According to their plans, an additional 300 restaurant-hotel partners will be involved in the sale of Caffé Vergnano, which is available in 200 domestic restaurants, by the end of 2023. In the cooperation, Coca-Cola provides its sales network to introduce the Italian coffee company and coffee brand in Hungary, with which they have appeared in 12 markets so far, and will start distributing in another 8-9 countries next year.

Gábor Árok also said that the Accademia Vergnano in Budapest was opened on Thursday, which will serve as the brand’s professional training center. The academy, completed with an investment of HUF 50 million, plans to offer 300 courses by the end of 2023.

Coca-Cola began the exclusive distribution of premium Italian coffee products in Hungary after acquiring a 30 percent stake in the brand owner Casa del Caffé Vergnano in October 2021.

Coca-Cola