Romanians prefer an international beer brand

Ursus Breweries dominates the General Rate, with its four brands that participated in the study: Ursus, Timisoreana, Peroni, and Redd’s.

However, Tuborg, a URBB brand, ranked top on the list, with a 12.37 index, followed by Beck’s (11.76), Ursus (11.03), Stella Artois (10.94), and Heineken (10.75).

Tuborg is most preferred by young people aged 26-35, with the brand registering an index of 13.88, and by women, where it registered a 13.83 index.

The most visible beer brand is Ursus, with a total 23.73 index, followed by Bergenbier (22.63), and Timisoreana (20.65). Regarding the Communication Rate, Ursus (16.3), Heineken (15.8), and Timisoreana (14.3) occupy the top three positions.

Romanian beer producers rank fifth in top categories who invested in advertising in 2007, at more than €230 million at rate card tariffs, and €20 mln net, according to estimates by NewsIn AdRating. Heineken ranks first in terms of advertisers in the beer category, after spending more than €81 million on rate card tariffs to promote its brands, according to AlfaCont, and some €6.1 mln net, according to NewsIn AdRating.

Ursus Breweries, the local subsidiary of American SABMiller, registered rate card advertising spending of over €54 mln (some €5 mln net).

In terms of quality, Tuborg ranks first in the BrandRate study, followed by Heineken, and Beck’s.