Tuborg producer to increase market share to 15 percent

The company is to increase its production capacity to some 2.5 million hectoliters this year, from 1.7 million hectoliters by the end of 2007. According to URBB’s President, Shachar Shaine, the company finalized an investment worth €15 million last October to increase its bottling capacity, and plans to invest a further €20 mln this year, of which half will be allocated to increase the company’s production capacity.

The Romanian beer market exceeds €1 billion and 20 million hectoliters.
URBB’s main competitors are multinational companies Heineken, InBev, Ursus Breweries, and local producers European Foods, Bere Mures and Bermas Suceava.

Annual Romanian beer consumption amounts to some 90 liters per capita, above the European average, according to URBB. Other countries with high beer consumption are Germany, at 80 liters per capita and Austria, at 110 liters.