“We increased our distribution on markets such as the Czech Republic, Slovakia, Italy and Hungary, where we strengthened our market position in 2008. We even started exporting beer to the Czech Republic, Europe’s top beer consumer,” Viorel Micula told Business Standard.
The company plans to expand exports to other European countries, as customs taxes were eliminated after Romania’s accession to the European Union. Furthermore, “we have a good strategic position, and our deliveries cover a 1,000 kilometer range,” Micula added. The company’s products are presently sold in some 20 countries.
In spite of a rise in exports, the domestic market is still a top priority for European Drinks. In Romania, the company registered increased sales of mineral water, beer and food products.
The group entered the beer market in 2003, investing a total €20 million in this segment. The Burger and Servus beer brands claim a total 10 percent market share. On the mineral market segment, the European Drinks market share amounts to 13 percent, after competitors Romaqua (35 percent) and Coca-Cola (14 percent). The company is also operating on the soft drink, food products, spirits and hotel markets. European Drinks turnover exceeded €900 million last year.
