Our Purpose and Ambition
THE PREFERRED CHOICE
We want to be THE PREFERRED CHOICE as the local beverage partner—challenging the status quo by doing better every day in a fun, agile, and sustainable way. The following five priorities guide us and together shape how we aim to create enjoyable moments and lasting value.
We focus on five key priorities
Our Consumers
Bringing people together and facilitating great moments and enjoyment is at the heart of our business. We offer strong local beverage brands in combination with international partner brands, continuously striving to match consumers’ changing preferences through meaningful innovations and by offering a broad range of refreshments that deliver choice.
Our Customers
We partner with our customers and strive to grow together by offering a portfolio of relevant brands and having a challenger mindset. With our local, decentralized setup, we focus on agility and close collaboration—aiming to provide best-in-class service as well as pursuing extraordinary brand execution in all channels.
Our People
We recruit, develop, and retain entrepreneurial and empowered people thirsting for success and striving to do better every day. Our people drive our success and progress and live and protect our values. We work as one team and find solutions to all challenges.
Our Shareholders
Our main focus is to create sustainable shareholder value by investing behind the categories and channels that grow the most, pushing premiumization and driving organic EBIT growth. We will do value accretive bolt-on, as well as strategic acquisitions if possible. We aim to increase distribution to shareholders over time through dividend and share buy-backs.
The Future
We are deeply rooted in the communities where we work, and we partner with all our stakeholders to make a positive impact on society. Our focus is to build a long-term sustainable business and to minimize the environmental footprint of our operations from raw materials to the end consumption.
