Romania: Successful financial year results allow Ursus Breweries to compete for market leadership with Heineken

Ursus Breweries, the Romanian subsidiary of SABMiller, registered one of the highest increases in the sales volume growth rate at group level in the financial year ended on 31 March 2009 – plus 18%, or nearly six times higher than that of the local market, Standard.ro posted on May, 15.

Meanwhile, the company increased its market share to 29 percent, thus engaging in a battle against Heineken for the leading position on the beer market.

“The improvement in performance is due to a string brand portfolio, which covers all price segments, as well as to a higher availability of plastic packages,” said Stephan Maria Weber, Chairman of Ursus Breweries. The company’s net sales soared by an 27 percent in the past financial year.

Regarding the company’s forecasts for the current financial year, Weber talks about market stagnation, due to the sharp drop in purchasing power, but is optimistic about the beer producer’s results.

The Romanian beer market rose 4.1 percent in 2008, to 20.2 million hectolitres, according to the Brewers of Romania Association. Main players are Heineken, Ursus Breweries, InBev, United Romanian Breweries Bereprod, European Drinks, and Romaqua.

15 May, 2009