“Sollers PPD has always been a cautious company. We have a very good lending policy, which will support our business in the current economic context,” Papacharalampous said.

Another factor which will support the increase in the Sollers business on the local market is the behavior of Romanian consumers, who will forego major investments but will not change their lifestyle in terms of consumption of a quality beverage, according to the company official.

“Romanians are more cautious. They are no longer investing in major items, such as cars or homes, but will not forego the luxury of a quality alcoholic drink. The market figures registered since the beginning of the year support our forecasts,” Papacharalampous added.

The firm’s General Manager indicated that the growth rate of the imported alcoholic drink market will amount to 25 percent in 2009, below last year’s level. “This drop is partly due to the crisis, and partly to the fact that the market has reached a certain level of maturity this year,” he said.

In 2008 the best-sold brand in the company’s portfolio was J&B, which registered a 95 percent rise year-on-year, and which is expected to increase 50-60 percent in 2009.