Interbrew Romania, the local branch of InBev, the worldwide leader on the beer market, witnessed a 35% increase in the value of sales for Beck's beer, a rate twice as big as the one witnessed in Bulgaria, according to information supplied by the Belgian group. "The factors that contributed to Beck's increase in 2006 were an image campaign, which managed to outline a clear territory for the brand in the consumer's mind, as well as direct promotion in hotels and restaurants," stated Liviu Irimia , marketing manager of Interbrew. Beck's is a brand present in over 120 countries, with global sales of over 7.2 million hectolitres in 2006, up 14% against 2005, according to information available on the InBev website. The brand was launched on the local market in 2003, with Romania being the first country in Europe to have been authorised to produce Beck's beer domestically through Interbrew Romania, the local branch of InBev. It was granted the same authorisation for the Lowenbrau brand, which was launched last year in the sector of PET-bottled beer.
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