Gosser - the first International Premium beer in a Premium Pack (PET)

Bucharest, 14 June 2007

Premiere in Romania: Gösser, the first beer in the International Premium segment, in a 1L size Premium Pack (PET) 

For the first time on the Romanian beer market, Heineken Romania launches a Premium Pack (PET) for a brand in the International Premium segment: Gösser. The launching of this high quality premium package is the landmark for the beginning of a new phase in the Romanian beer market development and makes the advantages of this type of package available for the international premium beer consumers.

"The PET package is really welcomed and has become a standard package in Romania. The success of this type of package is due to the fact that it is advantageous, convenient, and the PET beer is usually consumed together with one"s friends. For the first time ever in Romania, Heineken Romania launches the International Premium Pack (PET) for the Gösser brand. Our loyal consumers appreciate the innovative character of Heineken Romania, and the launching of the Gösser 1L size Premium Pack (PET) is a way of answering to our consumers needs and, of course, to the market trends. Heineken Romania was the first beer company on the local market to bottle premium beer in a PET package. That was Ciuc Premium, launched in March 2006. Now we are the first company on the Romanian market to introduce a Premium Pack (PET) in the International Premium Segment", said Edwin Botterman, President & CEO Heineken Romania.

Consumer research confirmed that the Gösser Premium Pack (PET) design is unique on the Romanian beer market, the modern look being emphasized by the narrow label from the bottom side of the bottle and the embossed logo accentuates the premium character of Gösser beer. Most of the consumers believed the new packaging has a premium, modern aspect.
Furthermore, the material used for the manufacturing of this Premium Pack (PET) prevents oxygen migration and provides the product with extra shelf life, i.e. 4 months. The unique shape of the bottle, with its long neck and embossed logo, allows for easy handling and offer an stylish look. The protection foil, a Heineken Romania innovation, helps protect the bottle neck and prevents the access of impurities inside the bottle.
A launch Based on Market Research
Consumer research showed that the premium pack in PET was perceived as more convenient and ideal to be consumed together with friends, at picnic, parties. The design of the package was perceived by as being unique in this segment.

Heineken Romania - A Solid Position in the PET Segment
Heineken Romania is strongly positioned in the PET beer segment. In 2006, the PET package had a 41% share of the total local beer market. Heineken Romania sells following brands and packs in PET: Golden Brau – 2l; Bucegi - 1l and 2l, Gambrinus PET 1l and 2l, Harghita and Hategana PET 2l, Ciuc PET 1l and Gösser 1L size Premium Pack (PET).

Heineken Romania
Heineken Romania is the leader of the domestic beer market (26.7 % market share in 2006, according to AC Nielsen). The company has 4 breweries, situated at Constanta, Craiova, Hateg and Mirecurea Ciuc. Since the entrance on the Romanian market, the company invested more than 165 million euro.
Heineken Romania has the most diversified brand portfolio on the domestic market: Heineken, Zipfer, Gösser, Schlossgold, Silva, Ciuc, Golden Brau, Bucegi, Gambrinus, Harghita, Hategana.