Spanish Chief Exec takes command at Orangina

Bach worked for spirits group Bacardi-Martini for more than 25 years, serving in various executive positions and markets in Europe, including 12 years in France, as well as Asia and Latin America. He was latterly regional director for Northern Europe, the Middle East and Africa.

Bach will be responsible for all aspects of Orangina Schweppes’ operations, while Trannoy will liaise with the group’s owners, private equity firms Lion Capital of London and Blackstone of New York.

“The appointment of Marie-Bernard recognises the success of our cooperation,” said Javier Ferrán, a Lion Capital partner who is president of Orangina Schweppes. “Under his leadership, the group has exceeded all the goals we set together. The arrival of Luis Bach as CEO is a guarantee for us that this process will accelerate, given his extensive knowledge and proven success.”

Company background

Orangina Schweppes was created after Lion and Blackstone teamed up to buy Cadbury Schweppes’ former Europe Beverages business for €1.85bn at the beginning of 2006. The partners promptly sold off some unwanted elements of the Europe Beverages portfolio, and regrouped the remaining operations as Orangina Schweppes, a new entity with headquarters in Paris.

Trannoy, who had previously been running the business for Cadbury Schweppes, remained in command.

Orangina Schweppes now claims to be the third biggest soft drinks producer across Europe, and France’s biggest producer of carbonates other than cola. The group has about 2,500 employees and current turnover of more than €1bn per year. As well as its flagship Orangina and Schweppes lines, the group’s portfolio includes brands such as Oasis, Pampryl, TriNa, Pulco and La Casera in Spain.

Last June, Orangina Schweppes expanded into the Ukrainian market, buying local drinks manufacturer Rosynka for an estimated €45-50m. Based in Kiev, Rosynka produces a wide range of soft drinks, as well as juice drinks, Sofia of Kiev mineral water, kvass and alcopops.