Companies are quickly realizing that providing value to shareholders can only be achieved by providing value to all stakeholders. In other words, companies that are looking to remain competitive and profitable, need to integrate purpose in their business model and strategy aiming to contribute to society. One company that has seen this as fundamental to its business strategy already for many years, is Coca-Cola HBC. In this sense, the collaboration between the Circular Economy Alliance as a leading innovator in the Circular Economy domain and Coca- Cola HBC as the world’s most sustainable beverage company in the Dow Jones Sustainability Index follows naturally. The two purpose-driven companies have recently signed an agreement of cooperation aiming to develop a long-standing collaboration in the domain of Circular Economy.