The producer of Tuborg and Carlsberg beer, Granini soft drinksand Bilbor mineral water, looking back at this year's performance,says beer sales have gone down by 7% on the entire market, whilethe decline of non-carbonated drinks amounted to 15% compared with2009.
"The beer market fell by 14% in 2009 and by 7% this year. On thenon-carbonated segment, the decline amounted to 15-16% this year,less significant than last year," explains Shachar Shaine, who hasbeen running URBB (the bottler of Tuborg and Carlsberg) since2004.
On January 1st, Shaine will be handing over the reins of the localbusiness to Israel's Hezy Ovadia, and says he does not know yetwhat he will be doing next year, but is in talks with the company,and could stay on with it.
"The summer months were good, then came a weaker period inSeptember and October. November was, however, a good month, with12-13% rises on 2009, probably because it was a warm month. Thefirst ten days of December were better than last year, and we arehoping people will buy and drink during the holidays."
The economic crisis and the decline in the purchasing powerprompted Romanians to change their consumption behaviour."Consumers buy cheaper products and go out less. So the mostaffected products were premium ones. Mainstream products were lesshurt," Shaine explains.
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