“The Azuga beer must switch from a local brand to a national successful brand. This means new quality standards, in accordance with those of Ursus Breweries, and a high production volume. Due to the current technical situation and the low production capacity, with no possibility of increasing it, we will have to stop production at the Azuga beer factory,” the company’s Corporate Affairs Manager, Diana Klusch, told the Mediafax news agency.
Ursus Breweries acquired 71 percent of the Bere Azuga on the RASDAQ over-the-counter stock market, at the end of January, for €7.15 million. Bere Azuga has an estimated market share of 0.6 percent, and owns the Azuga and Valea Prahovei beer brands.
The Romanian beer market registered a 4.1 hike in 2008, to 20.2 mln hectoliters, according to the Brewers of Romania Association. Main players on the market are Heineken, Ursus Breweries, InBev, United Romanian Breweries Bereprod, European Drinks, and Romaqua.
