“Wedge” between two transnational corporations, Coca-Cola 3E And her Olympic Brewery (Carlsberg Group) seems to have been able to log in recently Continental bottling industrybetter known as “Vika”, and Pink Grapefruit Soda falls into the mixer category. In fact, after the satisfactory performance achieved by the above refreshmentranked No. 2 in the market, according to NielsenIQ data released yesterday, the company is gearing up for further expansion into the fast-growing market in the coming months. purchase of faucets (non-alcoholic drinks, mainly used for making cocktails) with new flavors. In fact, as Vikos’ head of marketing Mr. Konstantinos Sepetas said at a press conference yesterday, the company is collaborating with bartenders to produce innovative products.

Thus, according to the data presented yesterday, the volume share of Vikos is always in terms of Pink Grapefruit soda (since it is the most popular category in the mixer group) in the so-called “hot market” (supermarkets and small retailers), formed in January 2023 with a share of 18.6%, in first place is Coca-Cola 3E with a share of 52% and in third place is Olympic Brewery with a share of 16.8%.

In the supermarket market, the share of Vikos is 18.7%, the shares of Olympic Brewery – 18% and Coca-Cola 3E – 47.3%. In small retail, Vikos is in second place as of June 2022 with a share of 18.3% compared to 14.2% for Olympic Brewery and 62.3% for Coca-Cola 3E.

The large penetration into small retail is due to the total investment made by the company through the presence of refrigerators. It will even add 2,000 refrigerators to its network this year, bringing the total to 8,000. Where the company will of course put even more emphasis on the HORECA channel, using the strong distribution network it has developed with the bottled water it occupies a leading position.

It is worth noting that the global market for mixers is estimated at more than $ 9 billion. After all, it’s no coincidence that Coca-Cola 3E, already in the Coca-Cola Company’s Schweppes-branded category, acquired Three Cents last year, which had previously been acquired by Ideal Holdings. Olympic Brewery operates in this category under the Tuborg brand, Green Cola and EPSA are also present.

At the same time, the mainland company continues to invest in its other manufacturing unit, Petcom Plastics, which manufactures water and soft drink preforms and closures. The company recently completed a €6 million investment for the production of non-removable caps, which are already used in Vikos soft drinks and will also be used in water cartons from 2024. Please note that the use of non-removable covers is mandatory under Community law.