Greek soft drinks producer Loux Marlafekas closed 2025 with lower revenue but stronger profitability. Revenue fell 8.9% to €35.62 million, from €39.10 million in 2024, effectively returning close to the €35.87 million recorded in 2023.
Profitability moved in the opposite direction. Pre-tax profit increased to €4.52 million, from €3.73 million, while net profit rose to approximately €3.44 million, from €2.78 million. The three-year comparison is particularly striking: compared with 2023, revenue was almost unchanged, but pre-tax profit was around 79% higher.
Gross margin improves to 57.45%
The main driver was a sharper reduction in cost of sales than in revenue. Cost of sales fell to €15.16 million, from around €17.48 million in 2024. Gross profit declined more modestly, to €20.46 million, allowing the gross margin to improve to 57.45% from 55.30%.
Selling expenses also fell significantly, to around €15.2 million, from €17.3 million, with lower spending on third-party services, transport, utilities and maintenance. The improvement did not come from lower payroll costs. Headcount fell to 120 employees from 126, but total employee benefits increased to €3.36 million, from €3.28 million.
Cash position rises to €26 million
Loux also strengthened its liquidity position during the year. Cash and cash equivalents increased to €26 million, from €22.39 million at the end of 2024, including €24.48 million in bank deposits.
The company had no bank debt at year-end. It continued to carry a shareholder bond loan, but the outstanding balance fell to €7.9 million, from €9.13 million. Net trade receivables increased to €8.33 million, from €7.77 million, despite the decline in annual sales.
Portfolio expands beyond traditional soft drinks
The company placed greater emphasis on juices and iced tea during 2025, while expansion continued into 2026 with new products such as Loux Mixers, including Pink Grapefruit and Strawberry Lime.
It also increased commercial support for Loux Cola and strengthened its presence in bottled water through the promotion of Minoa Water for Kids. Its current range includes ten soft drinks, three plus n’ light products, three iced teas, thirteen juice products and Dirfys bottled water.
Loux currently holds a 42.34% stake in Dirfys Water Bottling, acquired for €1.2 million, while bottled Dirfys water is already part of its commercial portfolio. During 2025, the company also acquired a 5% stake in the Hellenic Deposit Return System for €100,000.
