This result comes from an adaptation of producer strategies to modified consumer behavior, constant communication and a return in Romanian’s consumption habits following an easing of the economic crisis, according to Hezy Ovadia, president of beer maker association “Berarii Romaniei”.
At the moment, 99% of beer consumed in Romania is produced locally.
Although an accurate forecast is impossible, the association expects the market to grow in value by the end of the year, to levels superior to those seen over the past two years, the news release said.
The harsh economic climate seen in 2010 brought a 3.5% year-on-year drop on the Romanian beer market, with volumes reaching 17 million hectoliters. Over the past two years, the market shrank by 16% compared to 2008, when sales peaked at a volume of 20.2 million hectoliters.
Beer consumption per capita reached 78 liters in 2010.
The “Berarii Romaniei” association was founded in 2004. Members include five of Romania’s top beer makers: Bergenbier, Heineken Romania, Romaqua Group, United Romanian Breweries and Ursus Breweries. These were joined, starting 2011, by the largest hop and malt producers grouped in the Association of Romanian Hop Makers and Soufflet Malt Romania.