Romania: SABMiller launches Grolsch for Romanian customers

SABMiller has introduced another international brand to its Romanian customers by launching Grolsch, The Brewers’ Guardian posted on May, 28.

The launch is initially to “selected premium outlets”, with Grolsch’s popular iconic swingtop bottle the single packaging format. It will be made available in draught, cans, and crown top bottles later in the year.

The Romanian beer market has been hit harder than most by the economic downturn. According to SABMiller, its lager volumes fell 13% in a market than declined by 24%. The resulting market share gain has made SABMiller the Romanian market leader with a 32% share. However, there was some good news: as consumers traded down and SABMiller stepped up its off-trade activity, the leading mainstream brand, Timisoreana, gained 2% in sales.

Grolsch joins a second SABMiller international brand, Peroni Nastro Azzurro, in Romania.

28 May, 2010