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“Brewers of Romania” Association has a new President
Bucharest, 10th of June: Hezy Ovadia is the new president of the „Brewers of Romania” Association. President of URBB starting with January 2011, Mr. Ovadia takes over the position within the Association from Mr. Jan Derck van Karnebeek, Managing Director of Heineken Romania, who was the President in office since March 2010.
„It is an honour and a privilege for me to chair the “Brewers of Romania” Association and continue the great work of my predecessors. Gathering five of the most important beer producers in Romania and representatives of two of the most important beer industry raw materials – malt and hops, the Association is the voice of an important economic sector, as the most recent statistics shows that 99% of the beer consumption in Romania is covered by the local production, and also a product with deep roots in Romanian’s lifestyle”, declared Mr. Hezy Ovadia, President of the “Brewers of Romania” Association.
With 19 years of professional experience in various managerial positions in FMCG companies, Mr. Ovadia holds an EMBA from the Tel Aviv University and has been part of the board of administration of Tuborg Romania.
“I am glad to welcome Mr. Ovadia as President of “Brewers of Romania”. It is an honour for me to continue together the great journey of promoting Beer Culture in Romania”, declared Mr. Constantin Bratu, General Manager of “Brewers of Romania” Association.
Consumed with moderation, beer means joy and happiness
Committed to educate the market, “Brewers of Romania” Association continues for the second year in a row the Beer Culture Campaign.
Launched in 2010, the Campaign has three components: one orientated towards consumer through Romanian’s Love Beer TVC’s showing that the pleasant moments in life go well with beer, the second is a public relations component and the third, very important for brewers, the social responsibility programs (educational campaigns promoting moderate beer consumption only for adults and “Designated driver” campaign).
The three parts are held together by the same key messages: consumed with moderation, beer offers a wonderful taste and a pleasant experience to the consumers; beer is a part of a healthy and modern lifestyle; brewed from natural ingredients beer offers real benefits.
“Beer is a refreshing enjoyable beverage which brings pleasure and social interaction to many people. When consumed in moderation – as done by the vast majority – beer can be part of an adult’s balanced and healthy lifestyle. Moreover, all across Europe, beer is associated with conviviality. This is maybe more true than ever in Romania, a Latin country whose nationals are much appreciating friendship and spending times together in front of a glass of beer.”, said Mr. Constantin Bratu, General Manager of the Association.
99% of the beer consumption in Romania is covered by the local production
The unstable economic environment in 2010 resulted in a decrease of the beer market by 3.5% over the previous year, reaching a total volume of 17 million hectoliters. In the last two years the beer market declined by 16% compared to 2008, the year when the beer sales volume reached a maximum quota of 20.2 million hectoliters.
Beer consumption per capita in 2010 recorded a value of 78 liters, continuing the descending trend started in 2009 and proving the fact that the economic situation has affected consumers and their consumption habits.
The beer producers members of “Brewers of Romania” Association – Bergenbier, Heineken Romania, Romaqua Group, United Romanian Breweries and Ursus Breweries – despite the difficult situation, have invested 51 million Euros last year and the contribution to the state budget through various taxes (excise, VAT, personal taxes and social insurance contributions) has reached 270 million Euros, up by 7 million Euros compared with 2009.
Consumer’s preferences in terms of packaging were kept constant: PET holds a percentage of 49.3%, 31.7% bottle, the can is 16% and 3% the beer on draught.
About “Brewers of Romania” Association
„Brewers of Romania” Association was established in 2004. The current members are five of the largest beer producers in Romania and, starting 2011, the most important producers of hops and malt, the raw material required for all beer, have joined the Association.
The five companies members of the “Brewers of Romania” Association reached a total volume of 15.3 million hectoliters in 2010. In the 10 beer factories located in several cities all over the country, the Association’s members offer a total of over 4,100 jobs. The beer industry generates a total number of 96,400 employees, in its factories and also in related sectors such as hospitality, retail, suppliers and distributors.
Since January 2008, the organization is a member of the “Brewers of Europe” Association, considered the voice of the European beer industry in front of various international institutions and organizations. Founded in 1958, in Brussels, the organization has today 27 members and represents the interests of approximately 4,000 producers of the beer industry in Europe. Moreover, the Brewers of Europe Association represents and defends the interests of over 2.5 million people who owe their jobs to production and beer selling.
Bucharest, 10 June 2011
For further information:
Raluca Niculae
PR Manager
Brewers of Romania Association
Mobile: 0723 54 57 36
E-mail: raluca.niculae@berariiromaniei.ro