Major brewers, Ursus Breweries, Heineken Romania, Bergenbier andUnited Romanian Breweries Bereprod, estimate beer sales will go upby between 8 and 10% during the Football World Cup compared with asummer month with no football event.
Thus, brewers expect to sell around 220 million litres of beertogether during June 11-July 11 period, namely 440 million 0.5litre bottles, with the sales to bring between 170 and 190m eurosinto accounts, according to ZF calculations.
"This year, as Romania is not qualified at the World Cup,Romanians' enthusiasm and interest will be low. Still, a finaltournament is a reason for rising consumption. As a rule, beerconsumption during the World Cup goes up by 10% and is 'spurred' by15-20% higher media and promotional expenditures. During crisistimes, though, both expenses and consumption may be lower," statedMihai Ghyka, general manager of Bergenbier, part of StarBevgroup.
Ghyka's opinion is shared by Grant McKenzie, marketingvice-president of Ursus Breweries, producer of Timisoreana brands,sponsor of Romania's Timisoreana Cup, and Ursus, sponsor of thenational football team. Thus, McKenzie hopes Ursus Breweries salesduring June-July 2010 exceed the level reached a year ago.
The representatives of URBB, producer of Tuborg brand, alsoestimate sales during the World Cup will set domestic beer sales onan upward trend, but sales will be only 5-8% above consumptionoutside the football season.
On the other hand, Paul Markovits, marketing with HeinekenRomania, believes that given this year's uncertainty surroundingthe beer market, it is wiser for producers not to make estimatesabout the trend of sales before the end of the Football WorldCup.
"It's difficult to make a prediction about the trend of the beerindustry in the period of the World Cup because there are a lot offactors than can have an impact over beer consumption. Eventually,beer consumption during the World Cup will depend on the weatherand Romanians' thirst," expects Heineken Romania's marketingmanager.
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