Biborteni enters still drinks market

Bibco Biborteni, producer of mineral water Biborteni estimates a 20-30% sales increase for this year, a growth sustained by its recent entry onto the non-carbonated soft drinks market. The company has recently launched a niche product on the soft drinks market – Limo, after a 0.4 million-euro investment in the development of a production line. “The soft drinks market is very dynamic, with large strong players. The still drinks segment has to develop before it peaks, so we have decided to concentrate more on this particular segment. Limo is the only bottled lemonade product on the market, so we are creating a product category,” stated Madalin Simion, brand manager of Biborteni. Bibco Biborteni representatives target a 20-30% increase in sales this year against 2006, prompted by the launch of Limo, and by the high summer temperatures, which have been forecast. However, the company would not reveal any sales figures for last year. According to company data, sales of Bibco Biborteni stood at around 12 million euros in 2005.