European Drinks goes into beer

Starting September, European Drinks group will launch two new beer brands on the market, Burger and Servus, both packaged in plastic one-litre and two-litre bottles. For the time being, the two products can be found in Oradea, but the official launch will take place in mid-September, accompanied by an advertising campaign. In order to gain a solid market position, the group owned by the two Micula brothers, Ioan and Viorel, will pour investments totalling 50 million dollars in the Draganesti-based plant. “The plant will secure an initial annual production of one million hectolitres. We had planned a lower production capacity, about half of the current levels, but we changed our mind because of the lower costs entailed by a bigger output and after having received many orders from the big retailers. Then, we were offered another variant, namely buying Romanian breweries, but we rejected it because of the old technologies that are not in line with our quality standards,” stated Viorel Micula. The launch will be joined by a TV spot created by Young&Rubicam. ZF