1. You are celebrating two important anniversaries this year – one global and the other local. Do they confirm that it is possible to build a large, global business system and at the same time keep local relevance?

This year is exceptionally significant for us, since, as you have mentioned, we are marking one global and one local anniversary. They represent another opportunity to take a look back at everything we have accomplished in the previous period, celebrate good results and find motivationfor further progress. Across the world we are celebrating the 100^th anniversary of the popular Coca-Cola contour bottle, while at the local market we are marking a decade since the integration of the local Rosa water brand in our system.It is also the evidence of how we try to utilize all the advantages of a large global system and bring global know-how to the local market, but also to be locally relevant, develop and support local brands and initiatives. More importantly it reflects company’s determination to continue investing in the local community. It is our aspiration to continue to be an integral part of the local economy and we are proud that the story about factory Vlasinka can serve as inspiration for other potential investors.

2. How many employees do you have and how does your team function?

The Coca-Cola System has around 1,100 employees and they deserve the highest credits for our good business results. We provide high-quality jobs and invest in our employee development, encourage teamwork and a creative work environment.

It is interesting to note that nearly all of our managers at senior positions are from Serbia. On the other hand, we provide opportunities to local employees to develop abroad and acquire new skills throughout Coca-Cola Hellenic system in 28 countries. Furthermore, we are rather proud of the fact that there are five women at the top positions in the companyproving that we provideequal opportunities in regard to career and personal growth.

3. How do you invest in the education of your employees?

A good and experienced team is what makes company’sbusiness operations sustainable. Our employees are our most valuable asset, thus care and their development are one of the company’s priorities. The company invests more than 40,000 hours in employee training annually. We are committed to developing talents, while providing safe, pleasant and encouraging work environment.

Another successful example of our efforts invested in employee development is the Manage Your Careerproject, which includes numerous workshops and is initiated in the aim of facilitating and supporting personal growth and a proactive career approach. We also have programs for fast-track development of talents developed in our region and then accepted across the entire Coca-Cola Hellenic Group.

Bearing in mind the needs of Serbian society, we have developed a programme for students and those who have recently graduated called Coke Summership. The idea is to provide them with hand-on experience of working in a developed business system, comprising of many different functions, complemented with high quality lectures. The program has been recognized and we have increased number of applicants every year.

4. Since your arrival to Serbia, have any changes occurred in the business operations in the country? What are they?

The last three years since I was appointed the General Manager of Coca-Cola Hellenic Serbia have certainly been challenging, but it is part of doing business. Changes are an integral segment of business operations motivating us to be more innovative and adapt our operations to rapidly changing environment.

If we observe the environment, on one hand we see efforts of the public administration to regulate the market by adopting important reform laws, such as the Labour Law or Law on Planning and Development. On the other hand, we also notice negative factors at the market – the purchasing power is decreasing, while the grey economy is booming.

We in Coca-Cola Hellenic are firm believers that corporate sector can be a significant contributor to finding solutions to improving business environment. For this very reason, we took a rather active participation in National Alliance for Local Economic Development (NALED)’s initiative to form a working body with Government of Serbia’s representatives with the goal of curbing grey economy. This model has been rather successful and can serve as an example to others.

5. Are you satisfied with the business climate in Serbia and, in your opinion, what might be changed to improve the situation?

I believe that it is an area where there is always room for improvements. Predictable business environment is a prerequisite for new investments attraction and certainly a strong signal for further investments of the existing investors.

The importance of private sector has been confirmed by the World Bank study showing that only one million people in Serbia are currently working in the private sector. Yet, the Socio-Economic Impact Study of the Coca-Cola System, created by Steward Redqueen consultancy, showed that each job in our system supports 10 jobs in wider Serbian economy.

To demonstrate the importance even further - total value added of the Coca-Cola System to the Serbian economy reaches as much as EUR224mn or 0.7 percent of the GDP. Each euro created by our company relates to seven euros of value added for the Serbian economy in the form of salaries for employees, profit for companies and taxes from the Coca-Cola System and the companies that cooperate with us. When we see those results, they make us very proud, but also responsible. Such surveys show how high the contribution of large system’s business operations is.

6. You are at the front of Coca-Cola Hellenic Serbia, which is a member of Coca-Cola Hellenic Group – the second largest bottler of The Coca-Cola Company in the world. How high was the investment?

For more than 15 years, we have continuously invested in Serbia, with total investments exceeding EUR200mn so far. In addition to investing in the production improvements, we are proud that we have expanded our portfolio with exceptional Serbian brands such as Rosa mineral water and Next juices. We believe that the Serbian market has a huge potential and we are quite certain that our company had made a sound decision to invest and keep developing in this country. It is important to note that we have been recording a market share increase in all the categories where we are present in Serbia, which certainly confirms huge efforts and commitment to business operations.

7. The acquisition of Vlasinka is an example of one of the most successful privatisations in Serbia. This year you are celebrating the 10^thanniversary of joint operations. How are you celebrating this anniversary?

As dialogue with the partners has always been among our priorities, the Coca-Cola System has decided to celebrate this anniversary by organizing a unique concept of World Cafe panel discussions, where representatives of the Coca-Cola System, media, corporate, civil and governmental sectors have discussed important milestones in Vlasinka acquisition and development over the last decade. Upon the occasion, we have exchanged experiences in successful privatisations, investments in local community improvements, innovation and CSR projects – and it has been ratherinspiring and useful experience.

Furthermore, we are glad to have hosted the Ambassador of the United States of America, H.E. Michael D. Kirby, representatives of the local community and our partners in “Vlasinka”plantto celebrate the anniversary together with our employees.

8. What are the most significant economic results of“Vlasinka”?

Vlasinka and Rosa are a good example of how investments and a clearly defined business vision can contribute to the local economy development and create a strong brand across the region. In that past decade, Rosa has managed to strengthen the leadership position in the segment of non-carbonated waters at the local market, record impressive exports to several countries of the region, bring innovation to the sustainable packaging market and contribute to the local community development. According to surveys, Rosa is consumers’most preferred water across Serbia. Today, Rosa is a true jewel of the Coca-Cola family, a positive example quoted both in Serbia and the other countries where the Coca-Cola System operates.

Since2005, EUR6mn has been invested in the factory, resulting in increase of production line efficiency by 40 percent. Sales have quadrupled in the last decade and exports increased multifold, with Rosa exporting 20 percent of its output today. As a result, in addition to Serbia, we have become the leader at the market of non-carbonated waters in Montenegro.

9. Rosawater is the first and only product in Serbia that has received the Golden Level EWS certificate of the European Water Stewardship for quality and environmental standards. What does this certificate mean to you?

“Vlasinka” plantwas the first one in Serbia to initiate the certification upon the EWS standard and is the only receiver of the Golden Level EWS certificate in our country.

Besides being a confirmation of quality and compliance with the standards, the Golden Level EWS certificate also proves that efforts invested in environmental protection and sustainable use of natural resources have been recognised. This certificate strongly motivates us to continue promoting responsible behaviour towards nature and invest in environmental protection initiatives. We hope that with our business operations we will also set an example and encourage others to head in the same direction.

Marking the reception of this certificate, Rosa has also supported a unique exhibition of water crystals created by Japanese scientist Dr Masaru Emoto, where human feelings, such as love and hate, are reflected in water.

Guided by the principle that we borrow nature from future generations, rather than inherit it from our ancestors, we believe that it is important to enable future generations to learn about nature and ways of protecting it. Therefore, together with our partners from WWF –World Wildlife Fund – we have organised educational workshops for Belgrade elementary schools students, who have participated in interesting environmental experiments.

10. You have mentioned that according to surveys Rosa is the most preferred water among consumers in our country. In your opinion, what has contributed the most to such a status?

In addition to undisputable quality that is widely recognized and awarded, Rosa has initiated many locally relevant initiatives aiming to improve community life. Working with our partners from Vlasina area, we have launched multi-year “Vlasina Lake Ecotourism Promotion and Environment Protection” project, executed together with the Government of the Republic of Serbia, Municipality of Surdulica and United Nations Development Program (UNDP) and which has recorded impressive results.

Furthermore, our support to establishing human milk banks has resulted in three such banks today – in Belgrade, Novi Sad and Kragujevac.

We hope that this is only the beginning and that in the years to come together we will initiate many more projects that will bring substantial changes.

11. Both globally and locally, the company is highly focused on CSR. What are your priorities in regard to energy efficiency, environmental protection, recycling...?

The CSR principle represents anintegral part of our business strategy and is reflected on all our business and production processes. Coca-Cola HBC AG, the second largest bottler of The Coca-Cola Company in the world, has recently published its 2014 Integrated Report, which reports on all aspects of business, governance and sustainability performance in a single report, celebrating the relationships and partnerships that are key to its success. The results are really impressive –as much as EUR8.7mn invested in local community programs and more than 30,000 hours of volunteers’ work in social and environmental initiatives, the use of water was reduced to18.4 billion litres, carbon footprint to718,766 tonnes, with packaging recovery of 73 % and recycled waste from operations of 91 %.

In 2014, the Company’s sustainability initiatives focused on three key areas: promoting health and wellness, minimising environmental impact and benefitting local communities.

We believe that long-term and successful business operations are not possible without sustainability, and therefore we pay back to the local community in our country in various manners. Environmental protection, youth education, assistance in emergency situations and promotion of active lifestyle are the pillars of our CSR efforts. Within them, through numerous long-term projects such as Movement for Happiness, Danube Day, restoration of wetlands in the Upper Danube, Coke Summership in cooperation with numerous partners from the public, corporate and civil sectors, we strive to make a contribution to the community.

12. How many brands do you offer at our market?

The Coca-Cola System produces, sells and distributes a wide range of soft beverages. The leading brands such as Coca-Cola, Coca-Cola Zero, Fanta, Sprite, Schweppes, Nestea, Burn, Ultra, Rosa, Next, Next Joy and Next Pulpy belong to our portfolio of products for the Serbian market.

13. Coca-Cola has one of the most original and strongest advertising campaigns, which has lasted for more than a century. In your opinion, is marketing a secret of Coca-Cola’s success of Coca-Cola or something else...?

Coca-Cola is the most popular drink and the most recognisable word in the world after “O.K.“. For more than a century, it has inspired people and surprised them with its innovativeness. That is why it has grown into one of the most successful and valuable global brands. In addition to enjoying the original taste, Coca-Cola spreads happiness and optimism, initiates changes and leaves a trace in many areas – painting, fashion, literature, film and music art and sports.

The secret of Coca-Cola is perhaps in the fact that it has managed to exceed the limits of the product and become a synonym for creativity, art, positive values, togetherness and constant change. Coca-Cola represents a symbiosis of a supreme product and innovative marketing strategies, focused on confirming that brands can also have a socially beneficial role and generate positive change in the community. This year we are celebrating the 100^th anniversary of the famous Coca-Cola contour bottle and we will prepare numerous surprises for fans of the most popular drink in the world.

14. Who designs advertising campaigns and are they the same in the whole world or adjusted to local markets?

Our promo campaigns are a result of committed work and partner relations between the company representatives and creative agencies, which absolutely understand what message we wish to communicate. For our most popular products, which are the same at all the markets where our system operates, there are global campaigns which are adjusted to local markets in order to best communicate with targeted consumers. Campaigns for products which are typical for a specific local market only are created in line with its needs.

15. Which new campaigns are you currently running in Serbia? What will you promote this summer?

The famous Coca-Cola contour bottle is celebrating its 100^th anniversary this year. Over the years, it has grown into one of the most distinguished symbols of pop culture. This big anniversary will be celebrated through a global marketing campaign, within which we can expect a lot of attractive activities focused on building on an emotional link with consumers at the local market in the upcoming period. Naturally, campaigns of other brands will be executed as well.

16. How do you spend your leisure time in Serbia?

Career

Mr. Weidinger was born in Puerto de la Cruz, Spain. He studied in Austria, France and England and completed doctoral studies at the School of Economics in Vienna, Austria. From the very beginning of his professional career, he has specialised in the dynamic, developing sector of fast-moving consumer goods and tenures in many central-European countries. Prior to joining Coca-Cola Hellenic, he was the CEO of Nestle Baltics, in charge of confectionery products, coffee and culinary products. In October 2010, he assumed the position of the General Manager of Coca-Cola Hellenic Croatia, and after that, in March 2012, he was appointed General Manager of Coca-Cola Hellenic Serbia and Montenegro.

Leadership position of Rosa water

Vlasinka and Rosa are a good example of how investments and a clearly defined business vision can contribute to the local economy development and create a strong brand across the region.