The Dutch bottling giant Refresco is entering a leadership transition, as CEO Hans Roelofs prepares to retire on August 1, 2025. Having led the company since 2013, and served since 2007, Roelofs is credited with transforming Refresco into the largest independent bottler for non-alcoholic beverages in Europe and North America. The supervisory board has already launched the search for his successor, but no names or timelines have been disclosed so far.
Under Roelofs’ leadership, Refresco grew to over 75 production sites across 13 countries, employing more than 14,000 people. The company became known for its aggressive “buy and build” strategy, recently exemplified by the planned acquisition of Norwegian beverage company Telemark Kildevann Holding AS, which is still awaiting regulatory approval (inside.beer, 30.05.2025). This move is expected to reinforce Refresco’s operations in Scandinavia and support its expansion beyond current markets.
However, this acquisition-led growth has also raised questions about the sustainability of the business model. Critics have pointed to the capital-intensive nature of such takeovers, the complexity of integration, and narrowing margins in the competitive private-label segment. These concerns come amid ongoing discussions about Refresco’s future direction—whether the company will continue Roelofs’ strategic course or opt for a new path under the incoming CEO.
Adding to the current developments is the change in majority ownership in 2022, when KKR acquired a controlling stake in Refresco from PAI Partners and BCI, potentially influencing future strategic and governance decisions. (inside.beer, 22.2.2022)
Refresco is the world’s largest independent bottler for retailers and A-brands in the non-alcoholic beverage sector. Headquartered in Rotterdam, the Netherlands, the company operates 75 production sites across Europe, North America, and Australia. With a workforce of over 14,000 employees, Refresco produces approximately 138 million hectoliters of beverages annually, offering a broad portfolio ranging from carbonated soft drinks and juices to mineral water, RTD teas, energy drinks, and plant-based beverages.
