URBB (Tuborg Romania) posts 38 pct annual increase in beer can sales

Georgeta Gheorghe 19/06/2018 | 15:02

United Romanian Breweries Bereprod (URBB), commonly known as Tuborg Romania, recorded a 38 percent year-on-year increase of canned beer sales in the first five months of 2018.

According to company representatives, the result was also strongly supported by the introduction of 100 percent recyclable, non-adhesive heat-resistant protective film to the URBB local product portfolio – a solution for which URBB has invested more than 2 million euros in 2017.

One year after implementing the new solution, URBB commissioned ICA Research & Development to conduct a market research to survey the local canned beer market and assess the level of hygiene and compliance with the relevant legislation in force. The research was conducted during March 2018 and involved sampling of small and large stores as well as gas stations located in Bucharest and Ilfov County. Thus, the accredited laboratory of the ICA has evaluated 21 beer brands, belonging to all 5 beer producers in our country. The brands surveyed come from all market segments (economy, environment, premium and superpremium).

“In June 2017, we set for ourselves the goal of having the cleanest cans so that Romanians who buy our products are sure they can consume their favorite beer directly from the can without health risks. Consequently, we have invested considerably in order to have the most advanced foil available on the local market. The results are excellent: our beer-to-dose beer sales in the first 5 months of 2018 increased by 38 percent over the same period last year, before the foil was implemented. ICA’s research shows us that we are the most reliable beer manufacturer in Romania. We are proud of these results and we will continue to encourage quality beer consumption as well as provide impeccable consumer services, “said Shachar Shaine, URBB president.

The evaluation of the products of all 5 producers in Romania revealed that URBB (Tuborg Romania) is one of the two companies that achieved the maximum score of 100 perch t compliance. Of the four producers represented at all four market segments analyzed, URBB obtained the best values ​​both in terms of compliance with existing hygiene standards (100 percent) and in terms of obtaining the minimum possible values, 89 percent of the analyzed beers having less than 1 colony germ / cm2, from the maximum admissible level of 20 colonies / cm2.

At the level of the entire sample surveyed, the overall result was that 88 percent of the tested beers comply with the rules in force in Romania. However, of the 21 beer brands included in the research, only 12 brands obtained fair values ​​at the level of the whole set of samples taken.

The protection sheet implemented by URBB (Tuborg Romania) for the entire local beer portfolio is heat-sealed, under the optimum conditions of a fully automated production and bottling process and without the use of soldering chemicals. Thus, the aluminum seal provides protection against bacteria, dirt and dust, and is also recyclable. The dosages can be stored in refrigerators and placed one on top of  another safely, as the aluminum foil is also thermally resistant.

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