All the brewer’s other brands sold locally - Bucegi, Golden Brau and Ciuc - registered growth, although sales on the mainstream segment (non-premium products with accessible prices) declined globally. The three brands registered single digit growth, according to the group’s financial report.
The increase in sales tempered last year, due to harsher economic conditions and price hikes, according to company officials. “The segment most affected was the mainstream one, which, however, has the best profit margin,” the report states.
While regional sales rose 8.8 percent, to 50.5 million hectoliters, operating profit dropped 6.6 percent, to €400 million.
Globally, Heineken’s net earnings declined fourfold year-on-year, down to €209 million.
Heineken’s main competitors in Romania are Ursus Breweries Bereprod, Inbev Romania and European Foods.
