“The Borsec brand is our flagship brand, so we are investing the most marketing-wise in it. From a production volume of 15 million liters in 1996, we managed to end 2012 with a production of 320 million liters,” says Octavian Cretu, president and one of the shareholders of Romaqua. The company does not give the value of its marketing budget.
Borsec became part of the portfolio of Romaqua Group in 1997, when the latter bought APEMIN Borsec and the first measure was to completely retool the plant after which massive investments in promotion followed.
Now the brand contributes more than half (56%) of the turnover of Romaqua Group, owned by businessmen Octavian Cretu and Nicolae Palfi. Borsec sales amount to EUR70-EUR75 million, according to ZF estimates based on the company’s 2012 results. The group, which also includes brands such as Cico, Giusto and Albacher, had turnover of EUR130 million last year.
(English version by Daniela Stoican)