Nayef Kassatly, Managing Director of BBBI Ltd, has built one of the Middle East’s most innovative beverage portfolios, with brands that have achieved international success.
From launching BUZZ, Lebanon’s first RTD vodka drink, to FREEZ, a non-alcoholic alternative now sold in more than 25 countries, and later founding Chateau Ka winery and Beirut Beer, Kassatly has consistently pushed boundaries.
To expand globally and secure EU market access, he established a state-of-the-art mega plant in Limassol, Cyprus, in 2024. The facility, equipped with high-capacity KRONES lines, was designed to meet international demand while anchoring his brands in a more stable and accessible hub.
Speaking on the first day of INSPIRE 2025 on The Global Entrepreneur Stage during the panel 'Breaking Borders: International Entrepreneurs Transforming Cyprus,' Kassatly explained his vision. “We create premium soft drinks, modified for each market. We’re not just selling a beverage — we’re selling an experience,” he said.
On why Cyprus became central to his company's expansion, Kassatly pointed to both necessity and opportunity. “We live in an unstable country, so we had to make a move. When you come to Cyprus, you fall in love with it. Its disadvantage — being small — became an advantage. It’s close to Beirut, well connected to Europe, and, from day one, the Ministry of Industry, Invest Cyprus, and the facilitation unit were there to support us. It was challenging to meet the deadlines, but the government was hands-on, and we made it happen.”
Kassatly also spoke about the realities of competing in a market dominated by global giants. “Today, to survive you need to build added-value niche products where you set the value and maintain high margins to cover expenses. Otherwise, you’re wasting your time. The biggest challenge is to keep that value, stay innovative, and deliver high-added-value products.”
With production sites in both Lebanon and Cyprus, Kassatly’s vision continues to blend resilience with ambition — proving that even in a market crowded with multinational brands, niche innovation and bold expansion can carve out global success.
The discussion was moderated by Demetris Sparsis, Board Member, Invest Cyprus.
INSPIRE 2025 Partners & Sponsors
Strategic Partner: Cyta Business
Platinum Sponsor: Bank of Cyprus
Gold Sponsors: ECOMMBX, Zorbas Group, Cyfield
Silver Sponsors: PwC Cyprus, Petrolina, Bioland
Academic Sponsor: University of Nicosia
Stage Sponsors: National Bank of Greece (Cyprus), KPMG Cyprus, Odyssey, CyRIC/Gravity Ventures Incubator, Invest Cyprus
Panel Sponsors: HRDA, OPAP
Podcast Presenter: Payabl.
Sponsors: Hermes Airports, IMR, Libertex
Technology Partner: Kotsovolos
Community Partner: TechIsland, Junior Achievement Cyprus
Innovation Partner: Research & Innovation Foundation (IDEK)
Mobility Partner: Pilakoutas Group
Sustainable Transport Partner: Cyprus Public Transport
Sustainability Partner: Electricity Authority of Cyprus
Coffee Partner: Coffee Berry
Partner: Charalambides Christis
Supporters: ASBIS, CSR Cyprus, Capacitor Partners, HJS Insurance Agents, Mastercard, Robura, Superad, Kapodistrias, Photos Photiades Breweries & Epilogi, Voici La Mode Group of Companies, GrantXpert, Gap Vassilopoulos, Techbiz, Grow Sustainability Consulting, ASBIS, Murex, Drastyc, Bolt
With the support of: Cyprus Computer Society, CITEA, CPMA, Youth Board of Cyprus, OEB, Skills Cyprus, National Betting Authority
Media Sponsors: Alpha Cyprus, CBN, IN Business, Reporter, SuperFM
Organizer: IMH
Under the auspices of: Municipality of Nicosia
- INSPIRE 2025 – Where passion meets action, and action changes the world.
