Segmentation is a fundamental process in our daily business. We can segment one outlet from various perspectives through size, location, volume, concept, energy, music, food and much more.

Understanding the needs of our consumers and customers to win at the point-of-purchase within the HORECA beverages world requires a precise and unified approach.

We introduce you to the occasions-led,

multi-dimensional segmentation. Segmentation that incorporates our System HORECA best-in-class know-how across markets vs. today’s reality and changing environment.

In this chapter you can also find the selected

short-listed sub-channels with their definitions. They aim to help us segment across markets, accommodate local differences and specifics in general and simple groups to improve the efficiency.