According to the study, consumption of alcoholic beverages dropped 4.4% this year, while non-alcoholic beverages dropped 0.9%. Berciu said estimates for the entire 2011 indicate a decrease of 17.9% of the spirits market, of 3.6% for all alcoholic beverages and of 0.8% for non-alcoholic beverages.
Vermouth consumption in Romania has dropped by over 20% in the last few years and whisky consumption is also expected to decrease by 5-10% this year, said Berciu.
BDG is one of the main local importers of alcoholic drinks, along with Pernord Ricard and Sollers PPD. Its range includes brands like Jack Daniel’s, Finlandia, Corona, Budweiser, Bacardi and Evian.
Berciu said Evian sales in Romania amounted to 3.6 million lei (EUR826,000) last year and are expected to go down 10% in 2011.
BDG ended 2010 with turnover of EUR34 million and estimates it will reach EUR37 million this year. “Last year, we took over several brands and posted high growth, but vodka sales also increased,” Berciu explained.
He believes the market might grow in 2012, but only because it is an election year. “The market’s only hope for recovery is the upcoming election year. Otherwise, there is no reason for growth. Romanians would drink more, but they are constrained by their budget,” said Berciu.