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Welcome to the HORECA Full Portfolio Toolkit Project.

The objective of this Toolkit is to build a common understanding around HORECA channel as well as the biggest occasions and sub-occasions that take place in it. To provide tools for 24/7 Activation, leveraging our broad portfolio to drive further relevancy and win with our customers.

This toolkit aims to capture all the diversity, fragmentation and constant evolution

taking place in HORECA channel.

Start your journey and unlock the HORECA channel opportunities.

CHANGING HORECA

HORECA has become more specialised and fragmented and it’s up to us to stay informed on the latest trends and insights

CHANGING CONSUMERS

An aging population and trends towards health and wellness mean we need to offer consumers a portfolio approach to meet their needs

GATEKEEPER ENGAGEMENT

We must balance customer needs and our efforts to achieve the Look of Success. We must use the right tools to engage customers and their staff to create partners and ambassadors

PROFITABILITY & IMPORTANCE

The HORECA channel is growing and is critical to the long-term health of the business. It is a key place for brand building as consumers are relaxed and open to experiment with beverages for a share of the prize

SEGMENTATION

To win at POP and build up consumption habits we must change the way we segment. New dimensions like image and occasions come into place to make the difference to create partners and ambassadors

REVENUE POOL

In HORECA we are a small fish in a big sea and AFBs are not our only competition. The opportunity here is to compete against all beverages for a share of the prize