craftap draft beer dispensers at the craft brewers conference and brew expo america

Grolsch swings into Romania

SABMiller continues to roll out its international brands, this month introducing the delights of Grolsch to Romanian consumers

The brand will be backed by the ingenuity of visual artists. The official launch party is taking place underground in midtown Bucharest, along with a Grolsch-sponsored exhibition of contemporary art in the subway.

The launch is initially to “selected premium outlets”, with Grolsch’s popular iconic swingtop bottle the single packaging format. It will be made available in draught, cans, and crown top bottles later in the year.

The Romanian beer market has been hit harder than most by the economic downturn. According to SABMiller, its lager volumes fell 13% in a market than declined by 24%. The resulting market share gain has made SABMiller the Romanian market leader with a 32% share. However, there was some good news: as consumers traded down and SABMiller stepped up its off-trade activity, the leading mainstream brand, Timisoreana, gained 2% in sales.

Grolsch joins a second SABMiller international brand, Peroni Nastro Azzurro, in Romania.

By Larry Nelson

Based on the following sources:
http://www.brewersguardian.com/