The increase comes in the context in which the beer brand saw increases of over 10% in the previous years. This is the only piece of information regarding Romania, included in the company’s report. The beer brand saw similar increases in Brazil, Mexico, Russia, UK, Portugal and Germany. Overall, Heineken beer volumes grew 6.9%.
Dutch Heineken group has four factories in Romania, in Miercurea-Ciuc, Craiova, Constanta and Targu-Mures, respectively. The company’s portfolio includes beer brands Heineken, Silva, Ciuc Premium, Golden Brau and Neumarkt, and cider brands Strongbow, Old Mout Cider, Livada Secreta and Cidru Mandru.
In 2015, the company entered the cider market with the Strongbow brand, a pioneer on this segment. Subsequently, the company brought the Old Mout Cider to the Romanian market and in 2017, it started producing cider at its factory in Miercurea-Ciuc.
The company’s turnover reached RON1.179 billion (EUR254 million) in 2018, up nearly 2% on the year. In terms of sales, Heineken Romania is the second largest brewer, after Ursus Breweries.
Heineken Romania registered loss in 2018, for the first time in more than a decade, reporting net loss of RON33.8 million, according to Finance Ministry data.
Romania’s beer market grew 3% year-on-year in 2018, to a volume of 16.6 million hectoliters, according to data from the Romanian Brewers Association. Beer consumption per capita stood at 85 liters, with brewers saying that consumers are more included towards premium products.