Brand history

In 1998, year in which Romania’s beer market started to recover after the historical minimum of the previous year, the Neurmarkt beer was launched in 0.5 L returnable bottle. But its real success came towards the end of the same year, with the launching, as a novelty for beer in Romania, of the PET packaging.

The first PET bottle used for a beer brand had a capacity of 1.5 L and came as a much more fitting offer for the off-premise consumption. Thus the larger volume, the transport easiness, the elimination of the “exchange” packaging as well as the possibility of re-closing the bottle, proved to be elements highly appreciated by consumers. Naturally, it had been followed by the launching of the 2 L Pet in 1999 and of the 0.5 L and the 1 L PET bottles in 2001. Thus, Neumarkt became the beer with the most complete portfolio in PET packaging.

In spite of being launched initially as a regional beer brand, Neumarkt conquered soon an important market share especially in regions as Bucharest, Oltenia and Banat-Crisana. Neumarkt concentrated on PET packaging, delisting returnable bottles in 2002.

The consumer’s profile

We address male consumers aged 30 to 35, with high school education and small to medium incomes. Unskilled and trained workers, who are content and proud of the well done job, preserving thus an optimistic attitude, trying to improve their daily life stile, by exploring its day to day opportunities.

As we wish to stand by our consumers in moments when a well done job is reason for celebrating at the end of the day, we have launched the returnable bottle of 0.5 L. Modern and mannish, the new bottle preserves the traditional outline of the Neumarkt brand – the colored sketch of the central square, the brewery’s armorial and the quality seal awarded by the German technology used for brewing it.

Product characteristics

Neumarkt is a large consumption superior light beer, with an alcohol content of 5.3%.

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