Initiated by Coca-Cola HBC Romania together with The Social Incubator Association, the program offers young people from vulnerable backgrounds the opportunity to receive professional training in the HoReCa sector—a dynamic sector with real employment potential. 

This year, the program involves 120 participants from six cities: 

• Baristas (Cluj, Timișoara, Iași, Brașov) – 80 young people are learning how to professionally prepare coffee-based drinks 

• Bartenders (Constanța, Craiova) – 40 young people are learning techniques for working in a professional bar 

Each city hosts a group of 20 young people, half of whom will obtain official certifications: SCA (Specialty Coffee Association) certification for the barista course and certification issued by the Ministry of Labor for the bartender course, both recognized nationally and internationally. 

Participants will attend practical workshops led by specialized trainers, where they will learn how to prepare specialty coffee or cocktails with spirits, receive personalized mentoring, and practice in a setting that simulates the real working environment of cafes and bars. In addition, they will have access to personal and professional development sessions, with the support of mentors from the HoReCa industry. 

"Since 2017, we have been supporting the development of young people from vulnerable backgrounds with vocational and psychological counseling workshops through the La TINEri este Puterea (Youth is Power) program, developed in partnership with The Social Incubator Association. Launched in 2024 in Bucharest, the Barmasters Empowered project has brought a new opportunity for young people in the program to receive professional training and learn a practical trade, for a start in their career and integration into the labor market. Expanding the project nationwide is a natural step for us. We strongly believe that investing in the education of young people is one of the most valuable contributions we can make. We want each participant to find here not just a course, but a real starting point for a career in HoReCa," said Alice Nichita, Director of Corporate Affairs & Sustainability, Coca-Cola HBC Romania. 

The previous edition of the program, held in 2024, involved 50 young people who participated in intensive training, theory, and practice sessions, in partnership with professionals in the field. Of these, 13 obtained valuable certifications and were supported in the process of finding employment at Coca-Cola HBC Romania partner locations. 

"Young people from vulnerable backgrounds have enormous potential, which often just needs the right context to be activated. Barmasters Empowered offers them exactly that context: practical training, support, motivation, and access to a network of professionals who believe in them. It is an experience that gives them a real start to their career and opens up employment prospects." says Adriana Preda, CEO, The Social Incubator Association. 

Such initiatives contribute directly to creating a more equitable future for young people from vulnerable backgrounds, providing them not only with technical skills but also with confidence in their own abilities. Training programs tailored to the real needs of the labor market can be a driver of social change, especially when accompanied by mentoring, emotional support, and access to professional networks. 

Barmasters Empowered is a concrete example of how collaboration between the private sector and non-profit organizations can generate real and sustainable impact in the community. Moreover, when these partnerships are complemented by the involvement of relevant public institutions, as is the case with the La TINEri este Puterea (Youth is Power) program—developed by Coca-Cola HBC Romania and The Social Incubator—they become models of public-private cooperation with transformative potential for society as a whole.