Mihaela Hoffman becomes Coffee & Premium Spirits Business Director within Coca-Cola HBC Romania

Deniza Cristian 07/02/2022 | 15:50

At the end of last year, Mihaela Hoffman took over the position of Coffee & Premium Spirits Business Director within Coca-Cola HBC Romania, the leader of the local beverages industry. In her new role, she will lead the growth of the coffee and premium spirits portfolio. Mihaela’s role is a strategic one, significantly contributing to the consolidation of Coca-Cola HBC’s position as a 24/7 beverage partner, with a complex portfolio that covers consumption needs that arise during the day.


Mihaela’s role is focused on the two categories that are constantly rising: coffee and premium spirits. She will coordinate all activities and departments dedicated to the two segments. In her new role, she will report directly to the company’s General Manager.

”I am confident that Mihaela’s solid business experience and leadership skills will help accelerate the development of the Coffee & Premium Spirits business in the local market. We have already been present in these segments for some years, we have the necessary skills and tools to respond as good as possible to the current opportunities. Together with her team, Mihaela will build strategies to grow these categories and meet the needs of our consumers.” – Jovan Radosavljevic, General Manager, Coca-Cola HBC Romania. 

In the coffee segment, the company distributes Costa Coffee from June 2020 and an expansion of the portfolio in this segment is upcoming in the near future. The company’s premium spirits portfolio includes: The Macallan, Highland Park, Naked Malt, The Famous Grouse, Brugal, SKYY Vodka, Bulldog Gin, Bickens, Wild Turkey, Espolon.

”The role of Coffee & Premium Spirits Business Director is a new one not only for me, but also for the company. It is a strategic role, created in response to the needs and opportunities of the local market, but also due to the many internal initiatives. There is plenty of room for growth in both categories and we are already working with our clients on projects to create memorable consumer experiences. I am proud to take this position and look forward to continuing to work with professional and innovative teams.” – Mihaela Hoffman, Coffee & Premium Spirits Business Director, Coca-Cola HBC Romania.

With almost 18 years of experience in marketing, prior to this role, Mihaela Hoffman led the marketing department of Coca-Cola HBC Romania, between 2016 and 2021, as Marketing Manager. She joined the company in 2011 and over the years has held positions such as Consumer Activation Manager, Beverages Marketing Manager, and Trade Marketing Manager. She graduated from The Academy of Economic Studies in Bucharest.

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