Premium Spirits


Premium spirits are an important part of the Coca-Cola HBC product range, in line with our Leading Beverage Partner vision

Our premium spirits business is a strategic category in leveraging our 24/7 portfolio, offering solutions for every beverage consumption occasion.

The premium spirits in Coca-Cola HBC help us accelerate the growth of our single-serve non-alcoholic ready-to-drink brands, as we can strengthen our customer relationships and better address important adult consumption occasions through mix activation.

The highly complementary premium spirits category is now available in 23 of our markets, leveraging our strength in distribution and execution excellence. With the addition of premium spirits, Coca-Cola HBC creates a compelling offering for HoReCa customers, offering one-stop-shopping. This provides us with strong cross-selling opportunities for our core beverage portfolio in new, lucrative outlets.

We rely on our strategic relationships and agreements with our premium spirits partners:

  • In 2008, we started our cooperation with Brown-Forman (Jack Daniels, Finlandia, El Jimador) as distributor of their products in Hungary. Currently we are active with Brown-Forman portfolio in 9 CCH markets.
  • In 2010, we became the distributor of Edrington (Famous Grouse, Macallan, Brugal) in 3 markets; Hungary, Croatia and Serbia. Today, we provide 14 CCH markets with a range of Edrington products.

Coca-Cola HBC is the owner of two local premium spirits brands:

  • In 2017, CCH acquired Rézangyal in Hungary. Rézangyal is a well-known pálinka (traditional fruit brandy) offering Classic and Premium options in their product portfolio.
  • In 2017, CCH acquired MB Impex in Serbia which is the producer of the bitter liqueur Zlatni Pelin and the brandy Zlatna rakia.

Furthermore, we partner with other Premium Spirits brands in a smaller number of countries (e.g. Remy-Cointreau, Jägermeister, Nemiroff, Pulcari, Lucano, Glendalough, Ouzo Plomari).

Premium Spirits Responsible Marketing Policy

Our Premium Spirits Responsible Marketing Policy sets the framework applicable to all our marketing activities relating to premium spirits products the company distributes, including but not limited to selling activities, merchandising, sales and brand advertising, marketing and promotional activities, development and content of brand web sites, electronic communications and digital media, product placements and sponsorships, and labeling and packaging. The Policy applies to all our markets where we distribute premium spirits and is to be strictly adhered to by our employees and third parties engaged in the marketing of premium spirits, in order to reflect Coca-Cola HBC’s high standards, core values and social responsibility commitments.

Premium Spirits Brands