URBB sees sales go up by 7 percent in 2010

Newsroom 20/01/2011 | 17:37

URBB (United Romanian Breweries Bereprod) has reported a 7 percent increase of sales volume and a 3 percent turnover increase for 2010 against the previous year. Overall, the local beer market is estimated to have dropped by 5 percent last year. Positive results reported in the last quarter however, hint to a recovery, especially on the premium, mainstream, imported and flavored beer segments, said company representatives.

Consumption patterns have changed in past year as consumers preferred to drink beer at home and turned to premium and mainstream brands, said Shachar Shaine, the company’s former general manager. When deciding to buy beer, consumers were mainly influenced by brand loyalty (37 percent) and second by price (17 percent), according to company research.

For 2011, URBB estimates a 10 percent sales volume increase on all the three markets where it is present, beer, soft drinks and mineral water. The company plans to invest EUR 4 million. this year, mainly in the Bilbor factory, distribution and other operational investments, said Hezy Ovadia, URBB’s new general manager (pictured).