This year, V Roubis is set to make a dynamic expansion as the company behind Greece’s first bottled natural lemonade launches its new line of wellness shots with expectations to reach €10 million in revenue by 2030. The founder and CEO, Vasilis Roubis, announced plans to enter the U.S. Amazon marketplace during an event held on July 2, 2027, at the company’s cutting-edge production facility in Chalkida, located on a 50-acre site.
The company already exports to 14 countries including Cyprus, Germany, France, Denmark, Sweden, the UK, Spain, Malta, Slovenia, Bulgaria, Romania, the Netherlands, Dubai, and the U.S. Additionally, V Roubis is exploring a partnership with Holland & Barrett, one of Europe’s largest health food retailers.
The new product line is branded under ‘Feeju,’ derived from the phrase ‘Feel the Juice.’ It includes Feeju Ice Tea infusions in four flavors made with natural citrus and fruit juices, as well as Feeju Functional Shots—natural Greek-made beverages enriched with vitamins, minerals, and other functional ingredients launched over the last four months.
“Other companies may copy what we do, but I don’t believe there’s real competition,” said Mr. Roubis. “We are the only company in Greece producing wellness shots.”
Currently, V Roubis products are available in 1,200 HoReCa points, which accounts for nearly 90% of production, and through another 3,000 points via partners. Consumers can also find them online, in Thanopoulos stores, the Organic Village, Grigoris, Coffee Lab, and Starbucks locations.
Despite a 15%-20% downturn in the HoReCa market, V Roubis reported a 25% growth this year. In 2024, the company closed with €2.7 million in revenue and EBITDA reaching €700,000. Its long-term goal is to hit €10 million within five years.
The company has invested over €3.5 million in developing a state-of-the-art, low-environmental-impact factory. With planned expansions, the total facility area is expected to reach 2,800 square meters, including a 1,000-square-meter logistics building.
The factory currently operates with a production capacity of 10,000 250ml bottles per hour across approximately 100 different product codes. As part of its sustainability strategy, V Roubis will invest €50,000 in a 135kW photovoltaic system and develop a wellness-themed park open to visitors and school trips, featuring tasting stations, guided tours of citrus and herb farms, and immersive experiences.
Although the company remains 100% privately owned, strategic investor proposals are being considered. According to Roubis, “It’s a natural evolution. But we’re not just seeking capital—we want partners aligned with our philosophy.”