Romania: United Romanian Breweries Bereprod sees 38% rise in canned beer sales in January-May

United Romanian Breweries Bereprod (URBB), commonly known as Tuborg Romania, recorded a 38 percent year-on-year increase of canned beer sales in the first five months of 2018, the Business Review reported on June 19.

According to company representatives, the result was also strongly supported by the introduction of 100 percent recyclable, non-adhesive heat-resistant protective film to the URBB local product portfolio – a solution in which URBB has invested more than 2 million euros in 2017.

One year after implementing the new solution, URBB commissioned ICA Research & Development to conduct a market research to survey the local canned beer market and assess the level of hygiene and compliance with the relevant legislation in force. The research was conducted during March 2018 and involved sampling of small and large stores as well as gas stations located in Bucharest and Ilfov County. Thus, the accredited laboratory of the ICA has evaluated 21 beer brands, belonging to all 5 beer producers in our country. The brands surveyed come from all market segments (economy, environment, premium and superpremium).

“In June 2017, we set for ourselves the goal of having the cleanest cans so that Romanians who buy our products are sure they can consume their favorite beer directly from the can without health risks. Consequently, we have invested considerably in order to have the most advanced foil available on the local market. The results are excellent: our beer-to-dose beer sales in the first 5 months of 2018 increased by 38 percent over the same period last year, before the foil was implemented. ICA’s research shows us that we are the most reliable beer manufacturer in Romania. We are proud of these results and we will continue to encourage quality beer consumption as well as provide impeccable consumer services,“ said Shachar Shaine, URBB president.

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