Tuborg to boost market share from 9% to 15%

United Romanian Breweries Bereprod (URBB), the producer of Tuborg and Carlsberg beer, plans to increase its market share by 6% this year, to 15%, after it conducts investments to increase its production capacity. “At the end of last year, we reached a production capacity of 1.7 million-hectolitres, as well as a 9% share of the market in terms of volume and a 12% share in terms of value. The completion of a second brewery in September last year, as well as this year’s investments to boost the production capacity to 2.5 million hectolitres, will fetch us around 15% of the local beer market by the end of 2008,” said Shachar Shaine, chairman of URBB, the local branch of the Dutch producer Carlsberg. URBB invested over 20 million dollars (14.4 million euros) last year, in order to boost the production capacity of the company’s Bucharest plant from 1.4 to 2 million hectolitres. “The company’s overall investments will amount to over 20 million euros this year, of which 70% is directed towards the launch of a new production line, while the rest will go towards increasing the vehicle fleet and distribution network,” Shaine said.