Carlsrom Beverage to produce Granini near Bucharest

Shachar Shaine, the chairman of URBB, bottler of Tuborg and Carlsberg, has revealed that the natural juice brand Granini, owned by Germany’s Eckes-Granini International and distributed domestically by Carlsrom Beverage, will start being made at the company’s Tuborg plant, if the brand’s sales top the one million hectolitre mark this year.
“If domestically sold volumes exceed one million hectolitres, we will be able to start domestic production and we are positive we will go beyond this level in 2007,” stated Shachar Shaine.
Representatives for Eckes-Granini have confirmed that the partnership, which was sealed in 2006 with the domestic unit of Carlsberg, for the import and distribution of Granini, will result in an expansion in production this year. “This year, Eckes-Granini will start production in Romania in the facilities owned by Carlsrom. However, this project is still in progress and we cannot say for certain when the official launch will take place,” Rupert Ebenbeck, sales and PR manager with Eckes-Granini International group, told ZF.
The chairman of Carlsrom says that in order to begin producing Granini the company needs to invest around 6m euros.