Romanian consumers spent RON10.5 billion on beer in 2020, RON7.9 billion of which in retail and RON2.6 billion in on-trade locations.
The figures show the sales of beer, i.e., how much people paid in stores and in restaurants. They are based on VAT-inclusive prices, with markups, not ex-works prices. Therefore, the value differs from the revenue of the brewers. The ex-works price is two, three, four or even five times lower than what a consumer pays. There are also the beer imports, but they do not account for much, as Romanians prefer local production.
“The COVID-19 pandemic had a strong negative impact on beer sales in 2020, especially after restrictions were applied to on-trade outlets. The total closure of foodservice from 15 March to 1 June, with ongoing restrictions regarding outside terraces only and limited numbers of customers, seriously affected beer sales across the whole year,” Euromonitor officials say.
As on-trade locations were unavailable and the pandemic made consumers reluctant to go out to have a beer, Romanians drank more beer at home, spending RON7.9 billion in retail stores, 6.6% more than in 2019. On the other hand, sales in restaurants and bars dropped 22% to RON2.6 billion.
(English version by Loredana Fratila-Cristescu)