Whisky market to grow by 40 percent in 2008

A reorientation from local drinks to imported ones has led to this ascending trend, says Tudor Furir, General Manager of Pernod Ricard Romania, importer of Ballantines, Chivas Regal and Jameson whiskys.

“While the market was worth over €45 million last year, this year it will advance by at least 30 percent,” said Furir in a statement for Business Standard. Officials of Cristalex, importer of whisky brands Jim Beam and Teachers, are expecting a rise on the domestic market of 40 percent in 2008.

The Romanian alcoholic beverage market was estimated last year by producers to be worth over €400 mln, while that of imported alcoholic drinks amounted to some €100 mln. Major whisky importers are Pernod Ricard, Cristalex, BDG Import, and Solliers.

On the other hand, representatives of the Garant Alcohol and Alcoholic Beverage Trade Union are estimating an advance of only 10 percent for the domestic whisky market.

Ballantines is one of the best sold whisky brands, with a some 32 percent market share. According to importers whisky consumption in Romania is much lower than in the European Union.