As of May 1, the company has sold 0.3 million hectoliters of Albacher beer. By the end of the summer season, Romaqua officials estimate sales to exceed 0.5 million hectoliters. “The sales volume meets our estimates. The success of Albacher is due to the quality of the beer, technology innovation, protection due to packaging, visibility in stores, transparent label, and the quality guarantee of the Romaqua Group Borsec producer,” the company’s PR Manager, Mihaela Draghici, told Business Standard.
Currently, Albacher comes in plastic bottles and cans. As of next year, the beer will also be sold in classic bottles. Company officials also plan to sell Albacher beer in hotel, restaurant and coffee shop (HoReCa) segment. As of 2010, Romaqua plans to launch other beer brands.
The local beer market is estimated to exceed €1 billion this year. Main producers are international companies Heineken, Ursus Breweries, InBev, URBB, and local European Drinks producer.
