The story of Three Cents begins behind the bar. In 2014, three Greek bartenders — George Bagos, Dimitris Dafopoulos, and George Tsirikos — together with their friend, Vassilis Kalantzis, set out to fix a problem they faced every night: tonics that went flat too quickly and mixers that smothered rather than supported the spirit. What began as an experiment to create the perfect soda for a highball has since evolved into one of Europe’s most respected artisanal mixer brands. 

The name Three Cents nods to the soda fountain era, when plain soda cost two cents and flavored soda was “two cents plain plus one.” That extra cent represents craftsmanship, the small difference that turns something simple into something exceptional. The team’s first release, Pink Grapefruit Soda, was a hit among bartenders for its fine bubbles and refreshing acidity. What started as a small-batch project quickly spread from Athens to bars across Europe.

Today, Three Cents is available in more than forty countries, with a growing lineup that includes Aegean Tonic, Cherry Soda, Fig Leaf Soda, and other expressions fine-tuned to the needs of bartenders. “Our motto has always been by bartenders, for bartenders,” says Bagos. “We never compromise quality for cost. We want bartenders to taste the difference for themselves.”

That commitment was on display during the brand’s recent Philippine launch at Dr. Wine Poblacion, hosted by High Proof, Three Cents’ local importer. The event gathered bartenders, bar owners, and beverage professionals for a night of tastings and conversations about the future of the long drink. The Pink Grapefruit Soda took center stage, drawing praise for its bright flavor and lively carbonation, qualities that have made it a bartender favorite around the world.

The name Three Cents nods to the soda fountain era, when plain soda cost two cents and flavored soda was “two cents plain plus one.” That extra cent represents craftsmanship, the small difference that turns something simple into something exceptional.

For Bagos, the journey from a small bar in Athens to leading an international brand has been anything but linear. He first entered the world of bartending by accident, broke and looking for work after moving to Athens to study business. A chance suggestion from a café regular led him to learn cocktails, sparking a career that took him from local bars to international competitions. “I fell in love with the creativity and connection,” he says. “And that experience shaped everything we’ve built with Three Cents.”

From the start, the team treated the brand like an extension of the bar. Their success came not from marketing budgets but from word-of-mouth within the industry. “We started exporting because visiting bartenders would ask where they could find our products,” Bagos recalls. “Within months, we were sending shipments abroad. That’s when we knew it was time to take things seriously.”

Establishing themselves in the United Kingdom proved the toughest challenge, since many of their competitors were based there. In 2018, Three Cents opened its own office and distribution network in London, a move that helped cement its credibility among the world’s top cocktail bars.

As the brand expands into Asia, Bagos notes how drinking cultures vary. “In Europe, the low- and no-alcohol trend is huge,” he explains. “But in Asia, spirits still play a major role. That surprised me, and it gives us different opportunities. The long drink is far from done evolving here.”

“In Europe, the low- and no-alcohol trend is huge. But in Asia, spirits still play a major role. That surprised me, and it gives us different opportunities. The long drink is far from done evolving here.”

- Bagos on varying drinking cultures in Europe vs Philippines. 

Three Cents’ philosophy remains rooted in the bartender mindset: simplicity, quality, and respect for ingredients. The company’s production facility in Greece recycles 96 percent of its packaging and byproducts, an initiative born from common sense rather than marketing. “When we started, we realized we could juice grapefruits for cocktails and use the peels for our sodas,” Bagos says. “That’s just how bartenders think. Use everything, waste nothing.”

Innovation for Three Cents does not come from chasing trends or technology but from paying attention to what bartenders actually need. “The challenge now is that bartenders can make anything,” Bagos says. “So our goal is to create something they can’t make easily but want to use.” Their Fig Leaf Soda, inspired by a common Greek ingredient, embodies that ethos: something familiar yet entirely new to the wider world.

“When we started, we realized we could juice grapefruits for cocktails and use the peels for our sodas. That’s just how bartenders think. Use everything, waste nothing. The challenge now is that bartenders can make anything, so our goal is to create something they can’t make easily but want to use."

- Bagos on the unique challenge of creating tonics and soda purpose-built for bartenders. 

Still, Bagos sees Three Cents’ biggest achievement not in a single product but in a cultural shift. “We were probably responsible for the Paloma trend,” he laughs. “When we started, nobody in Greece was making Palomas. We pushed tequila brands to serve them because they’re easier to batch and showcase the mixer. Now they’re everywhere.”

For a brand built on bartender intuition, the next decade looks promising. With plans to deepen its presence across Asia and eventually reach markets such as Thailand, Japan, and eventually Mexico, Three Cents is betting on the global appeal of the long drink. “The Paloma, the gin and tonic, the spritz — these aren’t going away,” says Bagos. “They’re evolving. And we want to be part of that evolution.”

The Three Cents' founding team (from left): Vassilis Kalantzis, Dimitris Dafopoulos, George Tsirios, George Bagos. 

As Three Cents continues expanding across Asia, its presence in the Philippines signals more than just market growth. It reflects a maturation of local bar culture and the rising demand for mixers crafted with care and precision. For George Bagos and his team, the focus has always been on giving bartenders the tools to create exceptional drinks. With its emphasis on quality, innovation, and collaboration with the bartender community, Three Cents is carving out a lasting role in Manila’s evolving cocktail scene and setting a standard for the region to follow.

Chrysmas Gawaran

Chrysmas Gawaran is a Manila-based writer covering the drinks, bars and subcultures behind the city’s nightlife. Her work focuses on the craft, the people, and the stories shaking up how and why we drink.

IG: @chrysmas3