July and August brought a 6% and 7%, respectively, beer salesincrease against a year ago, a pace industry companies had notposted since October 2008, the moment that virtually marked thelast steady growth of the over 1bn-euro market in the past twoyears.
As a result of the high summer temperatures and the aggressivepromotion campaigns, beer producers saw slight sales increases inJuly and August, a period when consumption went beyond 2 millionhectolitres per month, according to ZF calculations based onNational Statistics Institute information.
Thus, during the summer season, monthly beer consumption per capitaclimbed to 9 litres, considering the monthly average of the firsthalf reached 6 litres of beer per capita.
However, brewers do not expect the market to grow this year, withthe two summer months' advance only clipping the total marketdecline.
In this year's first half, beer sales dropped by 7.5% to 7.9million hectolitres, after the second quarter witnessed smallerdeclines against the same period of the previous year. This drop inbeer consumption made the biggest brewers on the market, UrsusBreweries, Heineken Romania and Bergenbier resort to variouscost-cutting solutions, plant closures included.
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