♦ «Romania is the country in Europe with the largest number of Early-Adopters, Romanians are open to innovation and new products» ♦ Heineken is the 2nd place in the beer market, after Ursus Breweries ♦ Beer is one of the big sectors in the economy in which domestic production dominates the market.
Thibaut Boidin, Managing Director of Heineken Romania, a beer producer holding three production units locally, says that the Romanian business dynamics was a positive one in 2024, as is the growth prospects for 2025. «We set out to continue investments in our people, brands and factories, within the Romanian market, The position of leader, «said the executive for the NV. According to the financial results of 2023, Heineken Romania was the second largest beer producer, reporting a turnover of 1.7 billion lei. The market leader is Ursus Breweries, which had a turnover of 2.67 billion lei in 2023, according to data from the Ministry of Finance. Heineken is a leader on the cider market. In fact, Thibaut Boidin says that, in addition to the fact that Romania is a spectacular country, it is also a market with much potential for the development of the beer and cider industry, with growth opportunities. «Last year, I received the approval to produce all five flavors of Cider Strongbow at the Miercurea Ciuc factory, in an investment of 2.4 million euros in the intended line. We want to continue to make the most of the opportunities, in order to strengthen our business and local operations, ”said the manager. In fact, he said before that the producer invests 25 million euros annually in Romania. Heineken has brands such as Heineken, Desperados, Birra Moretti, Ciuc, Neumarkt, Golden Brau, Bucegi, Harghita and Strongbow. Thibaut Boidin came to the manufacturer's helm in September 2023, but he works for the 2017 Dutch group. Before coming to Romania, he occupied the position of Chief Transformation Officer within Heineken Europe and during his mandate he pushed the development of the capabilities within the Europa Region. «Romanians as a people are open to innovation and new products, in Europe being the country with the largest number of early-adoptes. For example – last year we launched in Romania Birra Moretti Di Mare, an innovation, which enjoyed a real success. Moreover, there is also potential in the Horeca area, which has a 10% weight currently. » Heineken has three factories in Romania, in Craiova, Miercurea Ciuc and Ungheni, Mureş county, who have, in total, 1,100 employees, according to the representatives of the beer producer. In the three factories, the company produces 98% of the volumes for the Romanian market, including much of the beer brands in the portfolio.
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