YOUTH AND EDUCATION: “#YOUTHEMPOWERED”, COCA-COLA’S INITIATIVE FOR A BACK TO SCHOOL WITH A FOCUS ON THE WORLD OF WORK

· Over 250,000 students involved in Italy since 2018
· Four masterclasses with company executives on techniques and strategies in view of the Winter Olympic Games
· 10 scholarships worth €4,000 each and an exclusive job shadowing experience during the Olympic Games

Milan, 30 September 2025 – This year, the return to school once again brings attention to an increasingly central issue: the mismatch between the skills developed at school and those required by the labor market. Specifically, according to the latest FIPE data, over 42%¹ of companies in the tourism and foodservice sector report difficulties in finding qualified professionals, highlighting a gap that represents both a challenge and an opportunity to invest in the education of future generations.

Within this context, #YouthEmpowered continues for the 2025–2026 period. The program supports young people aged 16 to 30 in their transition from education to the labor market and has been active for several years in Italy and across all countries of the Coca-Cola HBC Group. Developed in collaboration with Junior Achievement² and CivicaMente³, the program aims to inspire, train, and guide new generations as they move from school into work, providing career guidance services, practical tools, and soft skills to help them recognize and enhance their talents and build a solid and informed professional path. Since 2018, the initiative has already trained over 250,000 young people in Italy.

As Presenting Partner of the Milano Cortina 2026 Winter Olympic and Paralympic Games, and as part of the #YouthEmpowered program, Coca-Cola has launched for 2025–2026 the project “Coca-Cola Horeca Masterclass: Towards the Winter Olympic Games.” This initiative consists of a series of four free masterclasses led by company executives, managers, and partners, leveraging the educational and professional potential of this major international sporting event. The goal is to foster direct knowledge sharing from industry experts to future professionals, exploring techniques and strategies in marketing, sales, hospitality, and tourism in preparation for the upcoming Olympic Games.

To conclude the program, 10 students selected for their talent, leadership, and motivation will be awarded a €4,000 scholarship to support their future education and will have the opportunity to experience the Olympic Games up close through an exclusive job shadowing program, working alongside professionals involved in the organization and management of the event.