Tuborg Romania brewer sold six million bottles of Tuborg Christmas Brew in the first eight weeks after the release of this brand on the Romanian market this season, one million more than last season, the company representatives say. Tuborg Christmas Brew is sold only during the Christmas holidays. The 2003-2004 season is the fourth since the brand was introduced in Romania. "The factors that have influenced the purchasing decision and implicitly the increase in the sales volume were the quality of the product and the promotion strategy, tailored to the consumer behaviour during Christmas holidays. Although the season opens in December, we started promoting the product in early November, " said Isaac Sheps, Tuborg Romania's president. Tuborg Romania sold some 880,000 hl of beer (Carlsberg, Tuborg, Skol and Tuborg Christmas Brew) last year, which means Tuborg Christmas Brew accounts for about 3.4% of the total. This season, the brand was launched on November 8. ZF
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