The leader of the domestic beer market, Brau Union, held by the Dutch Heineken Group, is trying to recover from last year''s shock when it lost significant market share. It plans to do this by consolidating its position on the PET bottled beer segment with the national Bucegi and Golden Brau brands and the regional Gambrinus, Hategana and Harghita brands. Practically, Brau Union is becoming the player with the highest exposure on the PET segment, as almost half of the 11 brands it sells on the Romanian market are committed to this category. "The improvements to the Bucegi bottle and to the recipe of this beer are the basic phases of the process to re-launch Bucegi on the market, which will be sustained by TV and outdoor campaigns from July through September," says Marius Melesteu, Brau Union Romania''s commercial manager. Brau Union holds the following brands in Romania: Heineken, Gosser, Schlossgold, Silva, Ciuc, Zipfer, Golden Brau, Bucegi, Gambrinus, Harghita and Hategana, with the last five of them also present on the PET bottled beer segment. "No investments in new lines were needed, as we already have PET bottling lines that only required adjustment to the new PET bottle shape," Melesteu says. ZF
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