“SABMiller (the group Ursus is part of i.e.) has noticed a correlation between GDP and the trend of beer consumption on several developed markets in the world. From this point of view, Romania is well positioned, there are positive outlook for the future. Romania will start developing. The beer market will start growing,” said Tikhonov in an interview with ZF.
The on-trade segment, restaurants and pubs, weigh 22% in total beer sales in Romania, unlike in the Czech Republic, where the percentage is double. In both states, though, retail sales are gaining ground.
According to Tikhonov, the on-trade segment coped with a difficult summer and consumers’ behavior has changed in the sense that their HoReCa visits are less frequent and they drink less. He says that one of the factors behind this change is the rising household comfort.
Nevertheless, Ursus head states some market tendencies are hard to identify because of the dearth of reliable data validating them.
About the local beer industry, the Russian-born manager says it is now at a turning point as Romanians have reached a certain income level that allows them to be more open to new tastes.
Ursus is the biggest brewer in Romania, with revenue of EUR323 million in 2013, close to the level of 2008, the best year for the company. According to Tikhonov, the company’s ambition is to boost profitability constantly.
The brewer has three breweries in Brasov, Buzau and Timisoara and a mini-production facility in Cluj. Igor Tikhonov says the company does not plan to close down any production facility.
(English version by Catalina Apostoiu)