According to Madalin Simion, Biborteni Brand Manager, introducing the three carbonation levels will lead to a 25-30 percent increase in sales in 2007, compared to 2006 figures.
Sales in 2006 were lower than the previous year due to meteorological conditions, which resulted in to a reduction to 4 percent of the company’s market quota from its previous 5 percent. Simion believes that 2007 is off to a better start, and that there is a good chance for Biborteni to exceed a market share higher than 5 percent. “Biborteni currently has a 1 percent share of the soft drink market. We predict that the three new varieties will bring about a 25-30 percent increase in sales. Furthermore, we have high expectations for our Valea Brazilor mineral water, a product that should raise our sales by no less than 20 percentage points. Our goal is to maintain our 5 percent share on the mineral water market and to gain 1-2 percentage points every year”, added Simion.
The domestic soft drink market, including mineral water, is worth more than €850 million, or 2.2 billion liters, according to data provided by companies involved in this market. Market studies show that carbonated soft drinks, with a 45 percent share of total volume, are closely follwed by mineral water, which has a 42 percent market share. The main players are Coca-Cola HBC, PepsiCo, European Drinks, Romaqua and Parmalat.
Bibco Biborteni, bottler of Biborteni mineral waters and soft drinks, was taken over in 2005 by Signus Romania Distribution which, together with wine maker, Murfatlar, and other companies, is part of EuroGroup. The company had a €12 million turnover in 2005.
