Pernod Ricard targets 30% of spirits market

The recent acquisition of the Absolut vodka brand is to make up some €2 million in the company’s turnover, while the remainder will be made by the company’s other brands sold in Romania, such as Ballantine’s and Chivas Regal. “Thus, we will consolidate our position in the imported spirits segment, and I think we will near a 30 percent market share in terms of value,” Furir said.

Last year’s best-selling product was Ballantine’s Finest, the top brand in Romania on the spirits segment, with a 50 percent hike in sales compared to 2007. “We keep betting on the Ballantine’s Finest and Chivas Regal whiskies and Absolut Vodka,” Furir said.

The spirits market is set to drop some 5-10 percent this year, “although it is almost impossible to make estimates in present circumstances,” he added.

The company’s main competitors are Heinrig, Cristalex, Sollers, and BDG.