Greek-born Swiss businessman Jean Valvis, who built two powerfulRomanian brands, Dorna and LaDorna Lactate (LaDorna dairy products)will launch the premium mineral water Aqua Carpatica in September.The new brand will compete with Dorna, the water that Valvis soldto Coca-Cola in 2002, on a market put at some 300 millioneuros.
The factory he is building near Vatra Dornei in Suceava county isalmost finished and is testing the first products, with about 20employees working there at the moment. The almost 10 million-europroject will be the second major greenfield investment in themineral water industry started in a time of crisis, after theBilbor factory of URBB, the Tuborg brewer.
Even with the decline in consumption, the local entrepreneurs beton development of Romanian brands, turning out to be more dynamicthan the multinationals in this industry: Moraru family forinstance, the former owners of Bere Azuga, launched a new brand onthe market, Azuga, in the past year, while the dairy sectorentrepreneurs Horia Bălan and Mihai Petrea bet on reviving theCezara and Cheile Cibinului brands after buying them from Heineken.The local consumption of mineral water, is put at 50-60 litres percapita, while the Central and Eastern European average is 95litres.
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