In a move to strengthen its presence in Belgium, Costa Coffee, a brand under The Coca-Cola Company, has inaugurated its first coffee bar at Liège-Guillemins train station. This strategic step follows the brand’s entry into the Belgian market in September 2021, initially selling through cafes and Costa Express vending machines in corporate settings. Partnering with Lagardère travel retail, known for its extensive network in airports and train stations globally, Costa Coffee aims to establish at least ten outlets in Belgium, marking its 35th market for coffee shops worldwide.
Costa Coffee’s growth strategy extends beyond traditional cafes, with plans to introduce an intelligent coffee capsule machine named “Podio” this year. Additionally, the brand is set to make its mark at prominent music festivals, further diversifying its reach and engagement with coffee enthusiasts. Since its inception in 1971 by Italian brothers Sergio and Bruno Costa, Costa Coffee has evolved, becoming part of The Coca-Cola Company in 2019. In Belgium, its distribution is managed by Coca-Cola Europacific Partners.
The Liège-Guillemins location, strategically positioned in a high-traffic area, represents Costa Coffee’s commitment to expanding its retail footprint in key locations. With an eye on creating immersive experiences for consumers, this venture aligns with the brand’s global vision, ensuring Costa Coffee remains synonymous with quality and accessibility in the evolving world of coffee culture.
