Cristina Radu, marketing director at Heineken Romania: Romania has a history in the production of beer and wine, unlike other European markets where the local know-how also covers the tradition in the development of distilled drinks. The beer market managed to maintain its economic relevance, even though it went through peak stages, such as the one in 2008 when the consumption reached 20 million HL or challenges such as the pandemic period, and this is due to the investments made over time and the long history in this sector, believes Cristina Radu, marketing director, Heineken Romania. In addition, she believes that innovation was another growth engine. «The emergence of new brands, range extensions and adjacent categories (such as Radler) have diversified the offer and attracted new consumers segments. The artisan beer segment has increased, addressing the demand for premium experiences and diversity of taste. In addition, constant investments in marketing, product development and experiences for consumers have maintained the relevant category», » Radu, who emphasizes that beer is the third most bought category of drinks, after water and juices.
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