Coca-Cola HBC Romania and The Social Incubator Association have completed the third edition of Barmasters Empowered, a vocational training programme for young people not in employment, education or training (NEET), with 120 participants from Botosani, Bacau, Focsani, Bucharest and Giurgiu benefiting from mentoring and training in barista and bartending skills.
The initiative is part of the “La TINEri este Puterea” (The Power Is in Young People) programme and addresses one of Romania’s structural labour market challenges: integrating young people into employment.
According to Eurostat, 19.2% of Romanians aged 15 to 29 were not in employment, education or training in 2025, compared with the European Union average of 11%. Romania therefore recorded the highest NEET rate in the EU, highlighting the need for initiatives that improve access to relevant skills, professional experience and employment opportunities.
During the third edition of Barmasters Empowered, participants attended specialist-led barista and bartending courses and gained practical experience at partner hospitality venues. The programme also included mentoring and personal development sessions focused on communication, responsibility and teamwork, skills considered essential for entering the workforce.
46 participants obtain professional certifications
Of the 120 young people who took part in vocational counselling sessions, 60 progressed to the professional training stage. Of these, 40 enrolled in the barista course and 20 in the bartending course.
A total of 31 barista trainees obtained internationally recognised Specialty Coffee Association (SCA) certification, while 15 participants passed the examination and received professional bartender certification accredited by Romania’s Ministry of Labour.
Overall, 46 of the 60 participants completed the certification process successfully, representing a pass rate of 76.6%, up 20.6 percentage points compared with the 2025 edition.
One of the programme’s graduates, Vlad Andrei Iconaru, said the practical training at Hard Rock Cafe was among the most valuable parts of the experience, allowing participants to observe professional bartenders, prepare drinks, use bar equipment and assist with customer orders.
He added that the experience helped him understand the importance of communication and teamwork, while also giving him the opportunity to discover a potential career path he had initially approached out of curiosity.
“I enrolled in the course out of curiosity, without knowing whether this field would suit me. However, throughout the programme, I discovered how interesting it could be and how many new things I could learn. I am glad I took this step and grateful for the opportunity, the experiences and all the knowledge I gained through Barmasters Empowered 2026,” said Iconaru.
Private sector partnerships aimed at tackling youth unemployment
“One of Romania’s key challenges is turning the potential of its younger generation into economic participation and opportunities for professional growth. When almost one in five young people is outside the labour market and the education or training system, professional integration becomes a shared responsibility requiring cooperation between the private sector, non-governmental organisations and employers,” said Cristian Moldovan, Corporate Affairs & Sustainability Director at Coca-Cola HBC Romania.
He said companies could contribute to local communities by using their expertise and business partnerships to create employment opportunities and help vulnerable young people gain practical professional experience.
Through Barmasters Empowered, Coca-Cola HBC Romania and The Social Incubator aim to develop skills relevant to labour market needs and improve access to professional opportunities for young people facing social and economic vulnerabilities.
The initiative is part of the long-term objectives of “La TINEri este Puterea”, under Mission Refresh, Coca-Cola HBC’s renewed sustainability strategy, which aims to help young people achieve economic independence and contribute actively to the development of their communities.
