Romanian beverages importer Bavarom, which has started importing draft beers Bavaria and Paulaner, has allotted EUR 100,000 to expanding the distribution of the two products to 45 locations. Of this sum, EUR 70,000 will go on equipment and the rest on marketing.
The local beer market dropped by 11 percent last year, according to Bavarom.
The company says it has managed to increase its turnover by 14 percent, to EUR 2.4 million, according to Costin Ghindea, general manager of Bavarom.
Around 70 percent of the turnover came from big sales and accounts and the distribution network, while the rest was derived from the HoReCa segment.
The company hopes to keep the same figure in 2010. “We hope that after the second half of the year we can be more optimistic, since we are in final negotiations to import another beer brand on a less exploited market segment in our country,” said Ghindea.
Bavarom imports alcoholic and non-alcoholic beverages to Romania, including Bavaria, Paulaner, Sapporo, Dos Equis, Newcastle Brown Ale, John Smiths, Ecusson and energy drink B52.
Annual beer consumption in Romania fell last year to 81 liters per inhabitant, down from 93 liters two years ago, according to data from the Association of Romanian Brewers.