Coca Cola Belgium annual event
Coca Cola Belgium chose Montenegro for the first time as the host destination for its annual corporate event — a fresh backdrop for a programme built around business, networking, and authentic local experiences.
• Event: Coca Cola Annual Corporate Event
• Year: 2024
• Client: Coca Cola Belgium
• Partner: Agency from Belgium
• DMC: Montenegro Concierge DMC
• Destination: Montenegro
• Duration: 4 days
• Number of attendees: 75
The programme was centred in the Budva area, thoughtfully designed to highlight the diverse character of Montenegro and provide guests with an engaging and memorable destination experience.
With no prior history in Montenegro, the destination had to prove itself against the client's expectations for a polished, high-energy annual event.
The brief called for genuine contrast — Old Town charm, open-water celebration, mountain scenery and lakeside calm — within a single four-day arc, without the transitions between locations feeling disjointed or diluting the pace of the programme.
The programme was centred around a Budva base, chosen for its balance of authentic Old Town atmosphere and lively evening energy.
From this anchor point, the itinerary moved outward in stages — toward the Bay of Kotor for an on-water celebration, inland toward Montenegro's historic and mountain landscapes, and finally toward Lake Skadar for a slower, scenic close.
Each stage was designed to feel distinct while keeping the overall journey cohesive.
• Arrival and Old Town welcome
Guests arrived to a Budva Old Town visit and a welcome reception at Citadela Fortress, set to alive saxophone performance — an atmospheric first impression ahead of the destination-led programme to follow.
• Bay of Kotor celebration
An on-board DJ set the tone for a catamaran cruise through the Bay of Kotor, paired with a waterfront lunch — a high-energy, open-water celebration at the heart of the programme.
• Inland and mountain discovery
The group explored the former royal capital of Cetinje before continuing toward Lovćen National Park, taking in the scenic serpentine descent back to the coast with sweeping views over the Bay of Kotor.
• Lakeside farewell
The programme closed with a visit to Besac Fortress overlooking Lake Skadar National Park, paired with a curated wine tasting — a scenic, unhurried send-off in one of Montenegro's most distinctive settings.
The programme received strong positive feedback from both client and participants, with satisfaction driven by a well-balanced mix of authentic historical experiences and vibrant social moments — despite necessary day-to-day adjustments due to weather and a major regional summit taking place in the area.
"This was our first time working with this client, and honestly, it was as much about listening as it was about delivering.
Every adjustment we made along the way — weather, timing, last-minute changes — taught us something about how they like to work.
Watching the group unwind by Lake Skadar on that final day, after everything we'd navigated to get there, was a quiet reminder that the smoothest-looking programmes are usually the ones that took the most behind-the-scenes flexibility."
— Dragana Medenica
Senior project manager / MC DMC
Montenegro Concierge DMC delivered venue and experience sourcing, local logistics coordination, transport planning, supplier management, on-site support and destination-led programme delivery.
Confidentiality notice:
In accordance with client confidentiality agreements and applicable GDPR requirements, certain details of this case study have been withheld from public publication. Full information is available upon request.
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