“Carrefour beer” or small producers' attempt to stay on the market
Retailers' decision to expand their portfolio of private labels
has amounted to a breath of fresh air for small and medium-sized
beer producers affected by the sales decline.
Small beer producers, which together hold less than 5% of the local
market, compared with 20% five or six years ago, have signed
private label production contracts with retailers such as
Carrefour, Metro, and Mega Image.
After losing ground to beer multinationals, which now account for
over 90% of the market, small producers are seeking new strategies
to stay in business on a market put at one billion euros per
year.
"We started to produce retailers' private labels in 2009 after end
consumers turned towards this type of stores and products. Since
the beginning of this year, we have started collaboration with
another two retailers," said Luminita Martin, general manager of
Albrau Group, producer of Albrau and Zimbru brands, which posted
around eight million euros in turnover in 2008.
Beer producers say there are two ways of producing beer for
retailers, i.e. for their private labels (for instance Carrefour
has the Carrefour and No. 1 labels) and for dedicated labels, which
are produced for a single retailer, but under a different name from
that of its private label.
Martens Galati, which posted a four million-euro turnover in 2009,
produced both private labels and dedicated labels for retailers
such as Winny (Cora), Steiner (miniMax Discount), Top Budget
(Interex), Soveja, Cozia, Postavaru, and Kanzel.