Spirits industry updates: Coca-Cola HBC Romania and Bacardi announce new strategic moves

Coca-Cola HBC România has entered a new distribution partnership with Heaven Hill Brands, a major independent U.S. spirits company. This agreement brings four international brands to the Romanian market: Lunazul Tequila, Tequila Ocho, Evan Williams Bourbon, and Elijah Craig Bourbon. The expansion targets the premium retail, HoReCa, and specialty trade sectors.

Separately, Bacardi has signed a global licensing agreement with ecoSPIRITS to expand the use of circular packaging technology. Building on a 2023 pilot with Carnival Cruise Line that eliminated over 130,000 single-use glass bottles, the new deal provides Bacardi access to the full ecoSPIRITS platform, including ecoTOTE™, SmartPour™, and CircularONE™ software. The collaboration aims to reduce reliance on single-use glass in high-volume environments such as cruise ships and resorts.