Circular format reaches 84% of clients
Bottles designed for 25 consumption cycles
Circularity leads the sectoral value proposition
Coca-Cola’s commitment to returnable glass consolidates a strategy of operational efficiency and sustainability within the Spanish HoReCa channel. Amidst a trend of service premiumization, this circular model not only meets regulatory demands but also strengthens the brand’s competitive positioning in a key strategic market.
Profitability through the circular packaging model
Barcelona, 27/04/26
The HoReCa channel represents nearly 20% of sales for Coca-Cola Europacific Partners (CCEP) in Iberia, establishing itself as a critical axis for business profitability.
With over 194,000 active clients, the multinational utilizes returnable glass as a value lever that guarantees establishment efficiency and a superior consumption experience. Currently, 84% of the bottler’s clients already purchase this format, which allows each bottle to be refilled up to 25 times. This optimizes reverse logistics and drastically reduces the carbon footprint, aligning operations with the sector’s ESG objectives.
Portfolio strategy and consumer preference
Brand differentiation at the point of sale is supported by a segmented offering aimed at maximizing the average transaction value for the restaurateur.
Coca-Cola deploys specific formats, such as 350 ml for meal times and 237 ml for aperitifs and nightlife, adapting to various consumption occasions. Category analysis data is conclusive: 82% of consumers prefer glass for its ability to preserve freshness and original flavor. This perception of premium quality is essential for hospitality operators to provide added value and enhance the overall customer experience.
Innovation in dispensing systems and the future
Beyond glass, the company is testing disruptive solutions in Spain, such as the Pour My Beverage system—a European self-service pilot for high-traffic environments like stadiums and offices.
This advancement, combined with Coca-Cola Freestyle technology, outlines a scenario where the packaging of the future is lightweight, refillable, and highly personalized. These innovations aim to mitigate operational barriers and queues at points of sale, improving customer flow and allowing for smarter raw material management, directly connecting with global digitalization and circularity trends.
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