Exciting Events at the Room for Growth Stage: Exploring Business Dynamics
The Room for Growth stage, located in Hall 3 of the FOOD EXPO, hosted a multitude of talks and presentations, welcoming over 50+ speakers, top executives from the F&B industry from Greece and abroad. The stage also hosted the 1st International Beverage Summit. Many visitors did not miss the opportunity to watch an all-star lineup of speakers who analyzed what is being discussed or will be discussed in the global market in the coming months.
Monday, March 10th
The third and final day of the 1st International Beverage Summit unfolded with great interest and concluded the three-day period ideally, promoting the development of ideas, the exchange of views, and the promotion of entrepreneurship and innovation in the beverage sector.
At the Room for Growth Stage (Hall 3), the first lecture titled “What is happening inside the retail buyers office” was delivered. Haris Lalatsis, Market Analyst and Founder of Ierax Analytix, introduced two of his company’s studies. The first, on a nationwide sample of beverage consumers, revealed that 57% of participants are willing to experiment and try new beverages, while 62% study the available products on the shelf before deciding which one to purchase. The second study, conducted through personal interviews with retailers, showed that juices (41%), soft drinks (36%), and water (23%) are currently experiencing the fastest sales growth.
Haris Lalatsis, IERAX ANALYTIX
Haris Lalatsis, IERAX ANALYTIX – Giannis Ganas, METRO MY MARKET- Antonis Kelesis, MANTIS GROUP – Christos Diamantakos, GREEN BEVERAGES GROUP
The panel discussion that followed included Giannis Ganas, Purchasing Manager at METRO My Market, Christos Diamantakos, International Business Development Director of Green Beverages Group, and Antonis Kelesis, Member of the Board of Directors of the Mantis Group. Mr. Ganas emphasized that a “smart” variety with options of different subcategories within the same category, and proper shelf arrangement can help consumers make their final choice. Mr. Diamantakos mentioned that it is challenging for brands to enter foreign retailers, especially in the soft drinks sector, and that proper communication of USPs (Unique Selling Points) and consistency are required for a product to remain on the shelf. Mr. Kelesis highlighted the importance of packaging, which is “the first step in communicating with the consumer and identifying with the brand and its message.”
Next, the stage of the 1st International Beverage Summit hosted the discussion “Is the sustainable also productive?”, moderated by Nektarios Notis, Founder and CEO of NOTICE CONTENT & SERVICES (publishers of digital newsletters FnB Daily – BnB Daily) & Co-Founder of ESGreece. The panel included Andrew Eversden, Co-Founder of Bottle Up, and Alexis Pantziaros, Co-Founder & Managing Director of Coffeeco Upcycle. Mr. Eversden, speaking about his company’s plant-based bottles made from sugarcane, emphasized that public and retailer education is crucial for the dominance of sustainability. He also noted that green entrepreneurship must continually adapt to changes in laws and regulations, which absorb significant company resources and simultaneously confuse consumers. Mr. Pantziaros mentioned that Greek retailers are not willing to pay extra or reduce their profit margins for a sustainable product, but he predicted, “this will change with the demand from Gen Z and Gen A, generations that will push industries and retailers to adapt to the new reality.”
Nektarios Notis, NOTICE CONTENT AND SERVICES
Nektarios Notis, NOTICE CONTENT AND SERVICES – George Mavridis, SOUTHBRIDGE ADVISORS AIFM – Giannis Papadopoulos, EOS CAPITAL PARTNERS – Takis Solomos, ELIKONOS CAPITAL AIFM
**The third and final day of the Beverage Summit continued with the lecture “What are the Funds searching for?”, moderated by Mr. Notis. The speakers were Takis Solomos, Co-Founder of Elikonos Capital AIFM, Giorgos Mavridis, Founding Manager, Partner, and Member of the Investment Committee of SouthBridge Advisors AIFM, and Ioannis Papadopoulos, Senior Partner and founding team member of EOS Capital Partners. Mr. Solomos noted that Funds in Greece do not make aggressive acquisitions but seek entrepreneurs who want to grow their companies and adopt a more professional approach. Mr. Mavridis, in his message to Greek F&B businesses regarding their growth potential, stated that “the smart product, which has a spark in flavor and the right storytelling, will win in the end. The entrepreneurial spirit, especially in small and medium sizes, characterizes Greek entrepreneurs.” On his part, Mr. Papadopoulos, who is also the President of the Association of Greek Venture Capital Companies, estimated that the sector will see consolidations leading to more sustainable structures and identified particular dynamism in the bottled water sector. The event was welcomed by the CEO of Forum SA, Thanasis Panagoulias, thanking the speakers. “As the leading exhibition organizing company, we talk to more than 15,000 Food and Beverage sector businesses. All these people want to meet you, guide them, and we thank you from the bottom of our hearts for being here today,” he said.
Nektarios Notis, NOTICE CONTENT AND SERVICES – Andrew Eversden, BOTTLE UP – Alexis Pantziaros, COFFEECO UPCYCLE
Nektarios Notis, NOTICE CONTENT AND SERVICES – George Bangos, THREE CENTS BEVERAGES
Ηighlights of the third day od Beverage Summit:
Sunday 9 March
The 1st International BEVERAGE SUMMIT at FOOD EXPO 2025 continued dynamically, with the second day’s program delving even deeper into the “core” of the soft drinks, beverages and non-alcoholic beverages sector.
The first speech that took place in the Room for Growth Stage (Hall 3) was based around the theme “Do we distribute Value Products or Volume Products?”. The presentation was given by Haris Lalatsi, Market Analyst and Founder of Ierax Analytix, while the following guests were present on the panel: Tomas Kofron, Co-Founder and Head of Sales & Marketing of Green Heads, Alexandros Panagoulias, Founder and CEO of Yum Tales, Karol Chamera, Founder and CEO of Mr Lemonade Alternative Drinks Ltd, Nikos Karageorgiou, Head of Category Management at Wolt Market Greece and Georgia Karouki, Group Brand Manager of W.S. Karoulias. Mr. Kofron identified that after the pandemic, consumers around the world demand better products at fair prices, according to the sustainability trend domination. For his part, Panagoulias said that the Greek Horeca market wants to make room for “smart choices”, as Greek consumers are now looking for solutions outside the Super Market. Mr. Chamera added that in order to create an international field for new ideas and new entrepreneurs, need arises for a favorable tax system. Ms Karouki highlighted the need to use baristas as influencers and brand ambassadors, as they communicate directly with the final consumer and make product suggestions.
Haris Lalatsis, IERAX ANALYTIX
Nectarios Notis, NOTICE CONTENT AND SERVICES – Dimitris Smailos, MONSTER ENERGY
Finally, Mr. Karageorgiou referred to the growth of the beverages sector in e-commerce, noting that “brands can meet beverage lovers 18-35 years old in the online world, having the ability to track their preferences in real time”.
Afterwards, the stage of the 1st International BEVERAGE SUMMIT hosted the discussion “Traditional VS New age refreshments. What is the winning recipe?”, moderated by Nektarios Noti, founder and CEO of NOTICE CONTENT & SERVICES (digital newsletters FnB Daily – BnB Daily) & co-founder of ESGreece. The panel was attended by Vassilis Roubis, Creator of bfresh spitiko, Konstantinos Dainas, Brand Manager at Concepts S.A., Giorgis Kassimatis, Founder of TΣίTΣIRI KOMBUCHA and Spiral Life Beverages, also Vicky Pyrogianni, Registered Dietician – Nutritionist. Mr. Roubis appeared optimistic about the age range of the audience that is gradually choosing new age refreshments, stating that word-of-mouth advertising contributes to the awareness among older age audiences. Dainas got stressed about consumers are now willing to pay more for a quality premium product, while emphasizing the value of taste testing in establishing a brand. For his part, Mr. Kassimatis introduced the importance of international tourists in the country, who are more informed about healthy choices and cultivate a fertile ground for small brands. Finally, Ms. Pyrogianni noted that in Greece, where increasingly more people are interested in proper nutrition, there is great potential for soft drinks that combine hydration, enjoyment and high nutritional value.
Nectarios Notis, NOTICE CONTENT AND SERVICES – Ioannis Liassis, Mayor of Amyntaio– Anastasia Moustaka, PRODRINKS – Christos Thomaidis, XINO NERO S.A.
Haris Lalatsis, IERAX ANALYTIX – Tomas Kofron, GREEN HEADS – Karol Chamera, Mr. LEMONADE ALTERNATIVE DRINKS LTD – Alexandros Panagoulias, YUM TALES – Nikos Karageorgiou, WOLT MARKET GREECE– Georgia Karouki, W.S. KAROULIAS
The second day of the BEVERAGE SUMMIT continued with the presentation of the Case Study “Energy drinks, transforming from niche to mainstream everyday beverage”, moderated by Mr. Nektarios Notis with the keynote speaker, Dimitris Smailos, Vice President Bottler, Category & Customer Development at MONSTER ENERGY. “The energy drinks market in Greece has grown four times in volume over the last decade and our forecasts show that it will continue to grow,” said Mr. Smailos. He shared with the audience some of the reasons that have propelled the category to double-digit growth globally, including the functional energy benefit it provides and the strong brand lifestyle. Among others, he highlighted the positive contribution of innovation in increasing the consumption of energy drinks, both in terms of flavors offered and regard to multi-packing solutions to enable consumers to buy the product for consumption at home.
Nectarios Notis, NOTICE CONTENT AND SERVICES – Konstantinos Dainas, CONCEPTS S.A. – Vasilis Roubis, BFRESH – Vicky Pyrogianni,MEMBER OF THE HELLENIC ASSOCIATION OF DIETICIANS – NUTRITIONISTS – George Cassimatis, ΤΣίΤΣΙΡΙ KOMBUCHA
Thomas Kofron – Karol Chamera
The “curtain” of the second day of the 1st International Beverage Summit was closed with the Case Study “Why everyone in Greece is drinking Xino Nero?”. Coordinated by Nektarios Noti, the panel was attended by Christos Thomaidis, President of XINO NERO, Ioannis Liasis, Mayor of Amyndeon and Anastasia Moustaka, Commercial Director of PRODRINKS. The natural carbonated water, produced by the municipal company of Amyntaio in the prefecture of Florina, was described by Mr. Liasi as a “treasure of the region”. “We worked hard within the complex framework of the public sector so that we could operate competitively to private companies. With the construction of the new plant, which will be ready in 2026 and will increase production fivefold, we have a bright future,” he added. Thomaidis spoke about the brand’s social responsibility and how it makes a practical and decisive contribution to the development of the local community. At the same time, he noted that the possibility of creating new products in the future, either by adding flavors to Xino Nero or by producing soft drinks, is seriously considered. For her part, Ms. Moustaka of PRODRINKS, the company that has exclusive nationwide distribution of Xino Nero, referred to the inquiries the brand has received regarding the development of export activity.
Highlights from the second day of Beverage Summit
Saturday March 8, 2025
In the “heart” of FOOD EXPO 2025 exhibition, the first day of the 1st International BEVERAGE SUMMIT in Greece was completed with great success.
The “curtain” at the Room for Growth Stage (Hall 3) opened with the speech entitled “From Inspiration to Production. How long is the path?”. Haris Lalatsis, Market Analyst and Founder of Ierax Analytix, presented his company’s research, in which companies that produce or import beverages participated. 42% of them consider healthy beverages as the strongest trend, the guests had an interesting conversation further “illuminating” this trend. Fabbio Carlucci, Founder and CEO of Roy Kombucha, expressed his optimism for the gradual prevalence of the healthy lifestyle in Europe. Alexander Panagoulias, Founder and CEO of Yum Tales, praised the younger generations’ habit of making more conscious decisions about what they consume. Then, Paddy Cavanagh, Founder of Punchy Drinks, emphasized the responsibility of brands to add vibrancy to their messages to the public, as consumers don’t have plenty of time to waste in front of the shelf, to choose from dozens of products.
Haris Lalatsis, Ierax Analytix
Fabbio Carlucci, Roy Kombucha – Paddy Cavanagh, Punchy Drinks – Alexandros Panagoulias, Yum Tales – Haris Lalatsis, Ierax Analytix
Later, on the stage of the 1st International BEVERAGE SUMMIT, the equally interesting discussion “What are the steppingstones for a Start-Up to grow?” was moderated by Nektarios Notis, founder and CEO of NOTICE CONTENT & SERVICES (the digital newsletters FnB Daily – BnB Daily) & co-founder of ESGreece. The panel was attended by Dr. Haris Lambropoulos, President at Hellenic Development Investment Bank, Anastasia Sarchosoglou, innovation consultant – Enterprise Europe Network Hellas, Michalis Eleftheriou, co-founder and CEO of Bloom Aronia and Panagiotis Tsangaris, commercial director of Bazaar. “Greece has a huge range of financial tools for start-up companies”, noted Mr. Lambropoulos and stated that “entrepreneurship today shows serious momentum”. Mrs. Sarkhosoglou underlined that “the future in agri-food is the start-ups” and developed the supporting role of the Enterprise Network, which offers guidance to start-ups seeking partnerships. Mr. Eleftheriou, taking the floor, emphasized the value of the people behind an innovative idea, the importance of extroversion and the effectiveness of properly communicating the USPs of a product. Finally, Mr. Tsangaris gave importance to the financial resources that a start-up should have at all stages of its development, while he named the packaging, ingredients and production process of a beverage product as the innovative elements that help its integration into the network.
Nektarios Notis, NOTICE CONTENT & SERVICES
Dimitris Korkontzelos, Hellenic Juices – Charalambos Angeloudis, TUV Austria Hellas
The first day of the BEVERAGE SUMMIT continued with the speech entitled “Deal with Production Challenges”, which was coordinated by Mr. Notis. The panelists were Dimitris Korkontzelos, Managing Director of Hellenic Juices, and Charalambos Angeloudis, Deputy General Manager and Director of the Business Assurance Sector of TUV Austria Hellas. Mr. Korkontzelos listed the difficulties that climate change brings to production and referred to the lack of properly trained technical personnel in the food industry. For his part, Mr. Angeloudis emphasized that “through the evolution of the Certification sector over the last 25 years, the food business world has improved greatly on a practical level, but also on a philosophical level.”
Myrto Antoniadi, Athenian Brewery
Alexia Miteko, Granikal
The first day of the 1st International BEVERAGE SUMMIT closed with the discussion “Where do the Zero Alcohol drinks belong? To Alcohol or to Beverage group?”. Moderated by Nektarios Notis, the panel was attended by Myrto Antoniadi, Marketing Manager of Alfa & Beyond Beer Athenian Brewery, Alexia Miteko, General Manager of Granikal S.A. and Panagiotis Paschalidis, General Manager of Cava OAK. As Mrs. Antoniadi noted, “the non-alcoholic beer category in Greece is growing this year by +25% compared to the previous one”, a development that, according to her, is linked to the rising trend of well-being.
Panagiotis Paschalidis, Cava OAK
Dr. Haris Lambropoulos, President of the Hellenic Development Investment Bank – Anastasia Sarchosoglou, Enterprise Europe Network Hellas
For Mrs Miteko, the non-alcohol and low-alcohol trend is here to stay, as the younger generation is consciously looking for alcohol-free drinks. “There is an aversion to alcoholic beverages among young people internationally,” he also added: “we are seeing a decline in the consumption of alcoholic beverages by young people in the US, England, France, etc.”
Michalis Eleftheriou, Bloom Aronia – Panagiotis Tsaggaris, S/M Bazaar
Kimon Malataras, Further up– HR – Konstantinos Marianos, Medbest S.A. – Dimitris Tzimas, Further Up-HR
After as a conclusion of the BEVERAGE SUMMIT, an interesting discussion took place on the stage of Room for Growth about the challenges that family-owned businesses face in Greece, regarding the issue of succession, managing emotions and interpersonal relationships, sustainability and innovation. The panelists were Konstantinos Marianos, CEO & Managing Director of Medbest S.A., Dimitris Tzimas, Founding Partner of Further Up and Kimon Malataras, Senior Advisor ESG & Issue Management of Further up.
