In terms of profit, Heineken posted a net profit of RON82.8 million (nearly EUR18 million) in the first semester, up 27% from the same period a year before.
Company’s representatives did not comment the first semester financial results.
According to the financial report of Dutch Heineken group, beer sales grew in Poland and Serbia, as well. Overall, the group’s sales in Central and Eastern Europe were down 2% in the first semester compared with the same period a year before, on the backdrop of lower volumes registered in countries such as Russia, Belarus, Germany or Greece.
The sales increase on the local market may repeat in the second semester, as well, due to the hot summer and the VAT cut for food products and beverages from 24% to 9%.
Beer sales started to decrease as of 2012, totaling 14.9 million hectoliters in 2014. Beer consumption peak in Romania was in 2008, when sales exceeded 20 million hectoliters.
Heineken Romania registered a 3% lower turnover of RON1.08 billion in 2014, due to lower beer consumption on the whole market, while its net profit shrank 13%, at nearly RON139 million.
In order to fight back the beer sales on the local market, the company bet on a niche segment, namely the cider consumers. Heineken brought on the local market Strongbow and Old Mout Ciders.
Heineken Romania is part of Heineken group and has 27 brands in its portfolio, eleven of which are imported.
The company’s competitors in Romania are Ursus Breweries, United Romanian Breweries Bereprod or Bergenbier. Ursus Breweries is the leader of the beer market evaluated at EUR1.8 billion.
Heineken has four plants in Romania, in Craiova, Constanta, Miercurea-Ciuc and Targu- Mures, which employ more than 1,100 people.
(English version by Manuela Panescu)