The launch of the new brands comes in the context in which its main rival – Heineken- has attempted to diversify its portfolio with a new type of products, bringing on the local market two cider brands: Strongbow and Old Mout Cider.
Ursus Breweries kept its top spot on the Romanian market in 2014 although its turnover stagnated compared to 2013, at RON1.4 billion. Ursus’ turnover fluctuated by less than one percentage point in 2014 when the beer market contracted by nearly 10% and beer volumes also declined. In the financial year April 2014 – March 2015, its volumes fell 2%. In the first three months of the current fiscal year (April-June), Ursus Breweries’ turnover went up.
Ursus Breweries, part of the group SABMiller plc, has in its portfolio brands such as Ursus, Timisoreana, Ciucas, Peroni Nastro Azzurro, Grolsch, Azuga, Redd’s, Stejar and Pilsner Urquell.