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Albacher, the newcomer in Romania's beer world

Romaqua Group, a local mineral water bottler, juice maker and coffee distributor, has announced it will be entering Romania's beer market with a premium brand, Albacher, that will be traded at competitive prices.

Daily Bursa reports that the new beer will be made in a new factory in the central county of Alba. The factory is now putting out one million hectoliters of beer a year, but Romaqua officials say even two million hectoliters can be made there. The investment so far in commissioning and equipping the factory in Alba is standing at 38 million euros, and it is expected to exceed 60 million euros. The investment in the water purifying equipment and water recovery devices and electricity alone was 1.3 million euro. Investment in the promotion of the Albacher brand will stand at approximately 15 million euros, which also covers the costs for the design of the PET plastic and tin can packaging for the beer. Romaqua says it is aiming at capturing 5 percent of the local beer market with its Albacher. 'This target can be achieved and we will achieve it not by cutting into other brewers' market shares, but as a result of the natural growth of the Romanian market,' says Romaqua Group SA CEO Octavian Cretu. Besides releasing it first beer brand in its portfolio, Romaqua is also intending to release a new sprinkling mineral water brand and increase its bottling capacity, in anticipation of a high demand for the product in the summertime. Romaqua Group is controlled by four Romanian individual investors, of whom Octavian Cretu is the majority shareholder. He started up in business back in 1993, when he took over the majority stake in Romaqua's former state owner, Comchim SA, where he was general manager. Sursa: http://www.rompress.ro

Tags: million romaqua albacher euro

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