Heineken exports Ciuc brand to Romanian emigration hotspots

Heineken Romania will start to export its locally produced beer brand Ciuc to Italy, Spain and Canada, the main emigration destination for Romanians. The move was prompted by the demand from Romanians in the diaspora, but the brewer is targeting both Romanian consumers abroad and foreign drinkers too. Heineken will export the 0.5 and 0.33 liter products through HoReCa and retail channels, through the local distributors of Brau Union International.

Ciuc Premium is produced in Miercurea Ciuc. The brewer produces and sells several brands in Romania, including Golden Brau, Heineken, Neumarkt, Bucegi, Gosser, Silva and Schlossgold. It has five factories in Romania, in Constanta, Craiova, Hateg, Miercurea Ciuc and Targu Mures. Heineken employs 1,300 staff in the country. In the first half of last year the beer producer increased its turnover by 12 percent to RON 436 million, the equivalent of EUR 103 million.

Corina Saceanu