Heineken Romania announces a turnover increase

Bucharest, 30 March 2009

Bucharest, March 30, 2009 - Heineken Romania announces a turnover increase by 20%, attaining an amount of 960 million RON (gross) and 829 million RON (net). 

“I am delighted to announce that Heineken Romania has reached a turnover increase by  20% in 2008, an achievement strengthening its solid position on the beer market of Romania. We have proven that developing within the company a culture based on performance bears good results in meeting our expectations. What makes us pursuing the long term value growth are the Company’s Culture and its fundamental values: Responsibility, Respect, Enjoyment and Passion for Quality”, declared Edwin Botterman, Managing Director Heineken Romania.

Brand Portfolio

Heineken Romania offers the most diversified brands portfolio on the local beer market. The Neumarkt has completed this portfolio following the acquisition of Bere Mureş by Heineken, in 2008. As a result, the offer that Heineken Romania makes to its consumers got diversified, strengthening thus the company’s position on the beet market.

The spearhead of the portfolio, the Heineken brand, continued its significant evolution, reaching a growth by 26% in 2008. The brands Ciuc Premium, Golden Brau, Bucegi have evolved according to the company’s expectations.   

“I’m confident that behind the positive results of the brands of Heineken Romania lies the respect for each consumer and client, as well as our capacity to brew quality brands meeting their needs and preferences. In Heineken Romania, we try to bring pleasure to life by means of our products. Heineken shows quality in all that it does or produces”, declared Marius Meleşteu, Commercial Director of Heineken Romania.

Bere Mureş

At the beginning of April 2009, the process of legally integrating the Bere Bere Mureş company in the Heineken Romania company will be finished. This action began a year ago, when Heineken N.V. acquired the Romanian brewery Bere Mureş, a transaction that has consolidated the company’s strong position on the market. This year,  Heineken Romania will continue to invest in its new brewery and in the Neumarkt brand, as well as in its other breweries and brands. 

In result of the integration process, Heineken Romania operates five breweries in Constanţa, Craiova, Haţeg, Miercurea-Ciuc and Târgu Mureş.   

Social responsibility

Heineken Romania observes very clear social responsibility policies in terms of: Alcohol, Health and Safety, Environment, Business Conduct, Human Rights, Product integrity. This year, Heineken Romania will increase its investments in social responsibility programs.

The Romanian beer market

In 2008, the Romanian beer market grew by about 5%. The main segment that developed is the international super premium sector, dues especially to the increase in demand and customers’ expectations. In 2008, the super premium segment reached a market share of 9.3 %, the premium segment – of 11.7 %, the mainstream segment – of 36.2%, the economic segment – of 40.3 %, and the one of alcohol free beer attained 2.5 % (acc. to AC Nielsen, 2008).

What regards the packaging, the share of the PET segment remained unchanged, while the market share of the can segment grew. Consequently, in 2008, the PET segment held a market share of 44.5%, the bottle segment – 40%, the can segment – 12.2 %, and the Keg segment – 3.3 % (AC Nielsen, 2008).

Heineken Romania is the largest beer brewer of Romania, with a market share of 29%, in terms of sales volume (AC Nielsen, 2008). The brands portfolio offered by Heineken Romania covers all the market segments: Heineken, Zipfer (import), Edelweiss (import), Gösser, Schlossgold, Silva, Ciuc Premium, Golden Brau, Neumarkt, Bucegi, Gambrinus, Harghita and Haţegana.   

Heineken Romania has five breweries in Constanţa, Craiova, Haţeg, Miercurea Ciuc and Târgu Mureş.  

Heineken Romania recommends the responsible consumption of alcohol.