Carlsrom Beverages, the importer of Granini natural juices, sold over
2.3 million bottles of juice, four months after the product's launch on the local market.
Considering the average shelf price of a bottle, the total sales are likely to top 3 million euros. The company, part of URBB group (United Romanian Breweries Bereprod), had previously estimated sales worth over 4 million euros for this year.
In a bid to raise its market share by at least 2% each year, Granini's importer launched four new flavours: apple, pineapple, pink grapefruit and pear.
"The flavours currently preferred by consumers are orange (30%), peach (24%) and orange-mango (14%)," said Catalin Ignat, the company's marketing manager.
According to a survey conducted this September, Granini enjoys over 67% brand awareness, with more than 40% of the domestic consumers having tasted the juice at least once.
Carlsrom Beverages formed a partnership with Eckes-Granini International group, the producer of Granini natural juices. Under the agreement, the company became the only importer and distributor of the Granini brand on the Romanian market, as well as the coordinator of marketing activities related to this brand.
The involvement of Tuborg shareholders in a business on the soft drink market did not start with the Eckes-Granini partnership. Cadbury last year granted Carlsrom Beverages the licence to bottle the Orangina soft drink on the Romanian market.
Total investments in Orangina's production and distribution capacities have exceeded 12 million dollars (9.2 million euros). The amount includes the acquisition of a new bottling line with a maximum capacity of 28.000 bottles per hour.
According to the company representatives, the decision to enter the natural juice segment is primarily related to the development of the market. The domestic natural juice market grew by 20% in 2005 against 2004, following the 35% rise in 2004 respectively 9% in 2003.
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