The group is planning to invest in advertising and increase its product portfolio. Its main objective is to increase its market share.

The Romanian alcohol market is estimated by producers to be worth €400 mln, while that for imported drink is worth €100 mln. The most important companies are multinationals Alexandrion Grup, Pernod Ricard, Brown-Forman and Di Ageo.

Alexandrion Grup Romania’s Marketing Manager, Gyuri Eperjessy, says that local companies are not serious competitors for Alexandrion. The group plans to invest €5 mln in its Prahova County factory and to expand to Central and Western Europe.