Brewers' fear for 2011: sudden consumption decline, driving market to 1999 level

The beer market will continue to decline next year, though at a slower pace, as purchasing power will stay low and the price of commodities will rise, estimates Constantin Bratu, general manager of Romanian Brewers' Association. The association is made up of Bergenbier, Heineken Romania, Romaqua Group, United Romanian Brewers Bereprod and Ursus Breweries, weighing together 90% in domestic beer sales.

"As regards beer consumption, Romania has gone back to the 2006 level, with the threat of going further down. The most serious and we hope impossible scenario we could imagine would be a sudden fall, also brought about by excessive taxation, which would drive the market back to 1999," Constantin Bratu told ZF.
According to previous information provided by the Association, beer sales last year dropped by 13% from 2008, to 17.6 million hectolitres. This year, the beer market will decline by 8-10%, beyond the Association's initial estimates, which pointed to a flat level from 2009.