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Gürok Group Launches AVOYA Mineral Water with KHS Technology to Disrupt Turkish Beverage Market

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Gürok Group Launches AVOYA Mineral Water with KHS Technology to Disrupt Turkish Beverage Market

SHERIDAN, WYOMING – August 27, 2025 – Turkish conglomerate Gürok Group, best known as one of the world’s largest producers of glassware and bottles, has entered the competitive mineral water market with its new brand AVOYA. Backed by KHS’ advanced German filling and packaging systems, the company is positioning itself to capture rising consumer demand for healthy, premium beverages in Turkey.

Strategic Expansion into Beverages
Gürok’s entry into the beverage sector marks a calculated diversification strategy for the group. With strong roots in glass manufacturing, branching into bottled water was a natural extension. Following extensive consumer research, Gürok established its subsidiary AVOYA, launching its first bottles in March 2024. The company focused on consumer-driven insights, with taste, trust, and quality emerging as top purchasing factors in the Turkish market.

Health-Driven Product Differentiation
AVOYA mineral water is sourced from natural springs in Burdur, a region north of Antalya, and stands out for its mineral composition rich in magnesium and calcium. The brand offers both pure mineral water and six flavored variants, using natural ingredients like citrus, hibiscus, elderflower, and rose petals. With only 20 calories per 100 milliliters—roughly half of what is typical in Turkish soft drinks—AVOYA taps into the accelerating trend of health-conscious lifestyles.

Key product features include:

  • Natural sourcing from mountain springs in Burdur
  • Balanced mineral content with calcium and magnesium
  • Flavored options using natural fruit and floral extracts
  • Lower calorie count compared to sodas and juices
  • No artificial sweeteners or chemical additives

Brand Positioning and Market Reach
The brand identity of AVOYA—derived from the phrase “celebrate life”—is supported by strong marketing initiatives, from illuminated billboards in Antalya to TV campaigns and storytelling-driven social media. The product has already secured placement in 20,000 retail outlets, including Migros and Carrefour, with a target of doubling its distribution to 40,000 outlets by the end of 2025.

Technology Partnership with KHS
At the heart of AVOYA’s production is cutting-edge KHS technology, ensuring scalability and quality. The bottling line features the Innofill Glass DRS filler with an output of up to 60,000 bottles per hour, paired with the Innoket Neo Flex labeler and Innopack Kisters SP and PSP packers. Automated inspection systems safeguard consistency in filling and labeling.

Özgür Çoban, Managing Director of AVOYA, emphasized the importance of collaboration: “The Turkish colleagues at KHS have practically become part of our company over the last few years.” This partnership not only provided machinery but also localized expertise and flexibility in adapting operations to the Turkish market.

Growth Trajectory and Industry Implications
AVOYA plans to invest $200 million over the next decade into its Burdur production facility, scaling capacity to 2.5 billion bottles annually. This aggressive expansion aligns with broader market dynamics—Turkey’s mineral water sector is among the fastest-growing in Europe, driven by rising consumer awareness of health and wellness. The move positions Gürok as both a challenger to established players and a model of vertical integration, leveraging its glass manufacturing heritage for competitive advantage.

Industry Outlook
AVOYA’s entry demonstrates how consumer-driven innovation, paired with advanced bottling technology, can reshape competition in regional beverage markets. For equipment suppliers like KHS, the project underscores how localized service and global technology leadership can enable ambitious entrants to scale quickly. With healthy lifestyle preferences continuing to rise across Turkey and neighboring markets, AVOYA’s growth strategy could serve as a blueprint for other conglomerates seeking to diversify into consumer goods.

Learn more at KHS.com.