The super-premium beer segment in Romania dropped 6-7% in first half this year, due to the poor economic conditions, according to Grant McKenzie, marketing vicepresident of Ursus Breweries , brewer of Peroni and Pilsner Urquell.
“The super-premium beer segment is in slight decline, while the economy is the most affected. I expect a 6-7% decline for the super-premium segment. But summer is a peak period for beer consumption, it will be more difficult in other seasons. We expect consumers to trade up their beer choices to not necessarily the cheapest ones, but to those brands with the best quality/price ratio”, said Grant McKenzie (photo).
The annual volume of super-premium segment is at around 900.000 hectoliters, Ursus’ VP seeing stagnation ahead.
Peroni brand holds 8% market share in the super-premium category, but stays below 1% in the entire beer industry. 50% of the production output is destined to HoReCa, and the remaining half to traditional retail.
Peroni’s main competitors are Heineken and Stella Artois.
According to data provided by the company, 70% of Romanian Peroni beer consumers are male.
Peroni Nastro Azzuro delivered Ambientalia, the first 100% Romanian communication platform. The platform is primarily made up of a TV show broadcasted by Pro TV and an interactive website www.ambientalia.ro. The concept and implementation of the project are signed Mercury360.
Article comments "Super-premium beer segment drops 6-7% in H1"
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