Final week for Heineken's Botterman in Romania

During Botterman’s four-year term in Romania, the company’s business doubled to €200 million at the end of 2007, while profit rose ninefold, to €44.3 million. In recent years, the beer market increased an average 15 percent per year. Romania is one of the most dynamic markets, both in the region and in the company’s portfolio.

“Currently, it is obvious that the growth rate has also tempered in Romania, as is the case around the world, due to the crisis, Botterman said. However, he expects the country to overcome the crisis and maintain its growth trend.

Botterman’s great challenge is now Italy, a market with a slower growth rate and low beer consumption. “The brand is doing well in Italy, but it is true that consumption per capita is rather low.  Italians are used to drinking wine; this is no longer a problem, this is an opportunity,” he added. Beer consumption amounts to 31 liters per capita annually, compared to 95 liters in Romania.

Botterman will be replaced by Jan Derck von Karnebeek, former General Manager of Heineken Zagorka Bulgaria.