The 12 percent rise in turnover is a significant result, considering that the market fell some 11 percent in the first half of 2009, according to Heineken officials.
At the end of June, the Ursus Breweries beer producer, SABMiller’s local subsidiary, became market leader, with a 30.6 percent share, according to data provided by MEMRB Retail Audit for April-June 2009, after several years of Heineken occupying the top spot. The representatives of the Dutch producer avoided commenting on the company’s market share in H1. At the end of 2008, Heineken’s share was of 29 percent.
“I am optimistic that Heineken will become local beer market leader by year-end and will gain market share in terms of value, due to measures to raise efficiency taken in the first six months. Investments in brands and our strategy to focus on core assets contributed to the 12 percent increase in net sales in H1. Moreover, we improved our ability to generate cash. In this period, the ability to generate cash is even more important than making a profit,” Heineken Romania, General Manager, Jan Derck Van Karnebeek, said.
The official indicated that improving the ability to generate cash was possible “due to a careful revision of investments, cost-management programs, and the working capital management.”
