Heineken sold 7.5 percent more beer in Romania last year

Newsroom 02/03/2012 | 12:32

Dutch beer producer Heineken saw its net revenue grow to RON 1.04 billion (approximately EUR 245 million) last year in Romania, up 11.5 percent against 2010. The volume of beer sold increased by 7.5 percent, y-o-y. 2011 was a good year for the brewer also when looking at profitability which grew double digit, said Andrew Quayle, CFO of Heineken Romania.

He explained that the sales increase was generated by higher marketing investments, especially in trade marketing. Since 2009, Heineken’s marketing budget more than doubled and Quayle said the company has no intention to cut costs in this department.

Romania was the third market for the company in terms of the volume sold, coming behind Russia and Poland. “When it comes to revenue, Romania lags behind Poland, Russia, Austria and Greece considering that the price of beer is considerable lower compared to these other countries,” the company’s CFO explained.

Among the brands the brewer sells in Romania there are Bucegi, Heineken, Golden Brau, Silva and Ciuc Premium. Bucegi comes in a 2.5 liter PET and during summer months it represents more than 30 percent of the volumes sold by the company.

Among the brands the brewer sells in Romania there are Bucegi, Heineken, Golden Brau, Silva and Ciuc Premium.