Coca-Cola 3E: Where did it increase prices in Greece?

By George Lampiris

Coca-Cola 3E has been growing in Greece at an average level of 5.2% in the whole range of its product portfolio since mid-January, as the General Manager characteristically stated on the sidelines of the company’s presence at the HoReCa exhibition. of the largest soft drink company in our country, Maria Anargyrou – Nikolic.

This move is considered necessary not only for this industry but also for many of the companies operating in our country due to the significantly increased energy costs, transport, more expensive raw materials and packaging materials that are a chain of leading factors leading at increased operating costs.

From 4.5% to 6.5% the variation of price increases

Increases in substance range from 4.5% to 6.5% depending on the product and the raw material on which each of them is based. As Mrs. Nikolic clarified, the biggest burden and consequently the highest increases in this period of time are received by packaged juices. It should be noted that Coca-Cola 3E sells Amita juices in the Greek market.

Meanwhile, the CEO of Coca-Cola 3E said that there are disruptions in the supply chain, both with delays in deliveries of products such as packaging products, and with the availability of products coming from either Europe or China. “The good thing about us is that because we are a very large group we deal with these disorders a little more effectively,” he said.

In fact, the world’s top two cola bottlers, Coca-Cola and PepsiCo, warned on Thursday of profit pressures this year from a relentless rise in costs following falling sales expectations. It is characteristic, among other things, that the cost of aluminum cans has also increased significantly due to the global supply chain crisis brought by the pandemic, forcing companies across the packaged food industry to respond with price increases.

The increased energy costs

Regarding the significant increases in the energy sector, the head of the company stated that the increased costs began to be felt from August. “I want to believe that we are in the pick and from April the prices will fall. We will never go back to the numbers we had, however I estimate that in combination with a very good tourist season to come, the charges that will come from the energy”.

It should be noted that despite the fact that the company has invested in renewable energy sources for electricity generation in its industrial facilities, the burden coming from energy providers in Greece is significant, as renewable sources are not sufficient to meet all the needs maintain the company’s factories in Greece.

Ms Nikolic referred to the pandemic, saying “it was a very difficult situation we all experienced and of course it had an impact on the numbers. in August when they reached the levels of 2019 for about six weeks and followed their gradual improvement compared to 2020, however far from 2019. We refer to 2019 because it was a very good year, 2020 is not considered comparable, while for this year we aim to reach the sales levels of 2019 “.

The new launch in the ultra premium category of natural mineral water

It should be noted that in the context of the HoReCa exhibition, Coca-Cola 3E proceeded to the presentation of the new ultra premium natural mineral water Lurisia, which comes from Italy.

The new product will be available in restaurants and luxury hotels. The initial plan for 2022 is for the product to be available in 550 locations nationwide. It is currently sold in tourist areas, including Mykonos or other Greek islands, and the goal is to further expand its distribution through the Coca-Cola 3E network. Coca-Cola 3E saw the development of the water category, creating a complete portfolio in that category. The new brand can have a place in both the premium and ultra premium bottled water category. Lurisia will be available in Ultra Premium Bottle 750ml, Premium Bottle 750ml, Premium Bottle 330ml glass packages and will be available in Stille (natural mineral water) and Bolle (carbonated mineral water).