A unique opportunity for the Hungarian hospitality sector
In June 2025, Coca-Cola HBC Hungary is launching Women in Coffee, aiming to develop the skills and social awareness of participating HoReCa customers. Flagship Women in Coffee stores are planned to open not only in Budapest but also in cities like Szeged, Pécs, and around Lake Balaton—areas where consumers are open to embracing innovative, socially responsible concepts.
The company will provide full professional and marketing support to carefully selected hospitality partners who will receive limited-edition coffee products, specialized barista tools, and marketing support to create their own "pink cafés." In addition, HoReCa owners will receive serious help in the preparation of their business plan and marketing activities.
The program places a specific focus on ensuring that the majority-female representatives delegated by participating HoReCa establishments take part in personalized training and professional barista education, thereby supporting the development of skilled female baristas within the sector.
How the program addresses challenges in the HoReCa sector
The hospitality sector is highly sensitive to quality, relying heavily on the preparedness of service staff and the ingredients, recipes, and tools they use. According to experts from Coca-Cola HBC, HoReCa owners in the sector often have little to no time to focus on long-term planning—such as improving their staff’s coffee knowledge, earning professional barista qualifications, or incorporating distinctive marketing tools into their businesses.
“I’m very excited about our plans for Hungary because beyond raising awareness and promoting social responsibility, the Women in Coffee program also provides business, professional, and marketing support to our participating hospitality partners. Combined with the exceptional quality of Caffè Vergnano’s coffee products, this can bring real change to their operations,” explained Carolina Vergnano, CEO and owner of Caffè Vergnano.
The Hungarian program was officially introduced at a closed event on June 5, 2025, aboard the BOATanic Terrace & Bar in Budapest, in the presence of invited media representatives, participating HoReCa business owners, and other key hospitality partners of Coca-Cola HBC Hungary.