Belgrade, September 4, 2025 – In response to the devastating wildfires that struck southern and central parts of Serbia, as well as areas in Montenegro during the summer, Coca-Cola HBC Serbia and Montenegro has donated nearly 50,000 liters of its products. In cooperation with local humanitarian organizations and the NGO sector, the company aimed to support affected communities and firefighting and rescue teams on the ground.
In Serbia, the company donated a total of 42,948 liters of beverages in collaboration with the Food Bank of Vojvodina and the Red Cross of Serbia. These were designated for vulnerable citizens and firefighting-rescue units operating in the Toplica District. In Montenegro, 6,417 liters were donated, part of which was delivered in partnership with the Red Cross of Montenegro, while the rest was sent directly to fire units active in the Podgorica area.
“Our commitment to the communities in which we operate is especially important in times of great challenge when solidarity, cooperation, and shared responsibility are key to mitigating the impact of natural disasters. Through a swift response and partnerships with local organizations, we mobilized resources to support those most in need and to express our deep gratitude to the fire and rescue services for their exceptional dedication. As part of the Coca-Cola HBC Group, we are proud to continue a long-standing tradition of socially responsible initiatives that empower and strengthen local communities,” said Saša Marković, General Manager of Coca-Cola HBC Serbia and Montenegro.
With decades of business operations in these markets, Coca-Cola HBC Serbia and Montenegro is deeply rooted in the local community through production and distribution, as well as collaboration with local suppliers and customers across the entire value chain—demonstrating a lasting commitment to building community resilience and preserving the natural environment.
This past summer brought an unprecedented wave of wildfires in Serbia and Montenegro: in July alone, over 3,500 wildfires were recorded in Serbia, with the most critical areas located in the southern and central regions. In Montenegro, Podgorica and its surrounding settlements were especially affected in mid-August, requiring the mobilization of both domestic and international firefighting and rescue teams.
As part of a broader regional response to natural disasters that affected several of its markets, Coca-Cola HBC, through the Coca-Cola HBC Foundation, donated a total of €2.3 million to support communities in Greece, Cyprus, Bulgaria, and Romania, which were impacted by devastating wildfires and floods. The funds are intended for the restoration of natural forests and strengthening community resilience through the procurement of equipment and volunteer training.
The Coca-Cola HBC Foundation was established in 2023 with the mission to support communities in the countries where Coca-Cola HBC operates. It provides grants to NGOs across four key areas: community resilience and emergency response, access to clean water, youth economic empowerment, and circular economy.