The beverages unit of Alexandrion group generated turnover worth 41.5 million euros in the first six months of this year, 125.5 percent higher than the figure reported in the corresponding period of last year.
Growth was triggered by alcoholic beverages consumers' loyalty to Alexandrion brands, according to Nawaf Salameh, Alexandrion Group chairman. Thus, 80 percent of domestic brandy consumers prefer Alexandrion products, says Salameh.
These figures were registered by the three companies of the group: Alexandrion Distilerie, Saber and Alexandrion Distributie.
Alexandrion Group this year banks on turnover worth 50 million euros, 38 percent higher than last year's figure, amid an investment programme standing at five million euros.
This year's investments target boosting production capacities and the acquisition of a modern bottling technology. At the same time, some significant sums will be earmarked for the development of the distribution and product promotion sector, amid a clear market growth tendency registered over recent years.
Thus, the brandy market alone has witnessed growth by over 200 percent in terms of volume over the past two years.
At present, the group owns a production and bottling facility in Ploiesti, whose production capacity stands at 50 million litres per year, and another one in Radauti. The latter was taken over in 2004, after the group had acquired a similar facility in Iasi in 2003, which belonged to a Greek investor, known for the Alexander brand.The company has so far made total investments worth approximately 20 million euros in Romania. At the same time, the value of investments in marketing, research and development has gone beyond 25 million euros over the past five years.
Alcoholic beverages consumption in Romania stands at close to one billion euros, though sales on the black market account for almost half this value, though.
Beside Alexandrion Group, the main players on the alcoholic drinks market are Scandic Distilleries, part of European Drinks group owned by brothers Ioan and Viorel Micula, Prodvinalco or Allied Domecq, a company operating on the market of imported alcoholic drinks.
Though accounting for only 2 percent of the market, sales of imported alcoholic drinks could register significant growth over the following years, amid custom duties elimination in the wake of EU integration.
Alexandrion Group is a business developed by a group of Greek investors. Alexandrion has been present in Romania since 1994, also operating in the field of construction materials and paper production. The group is also involved in real estate, agricultural and constructions fields. The group has recently entered the car segment, as well.
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