First revenue decline five years for Heineken

Heineken Romania, the producer of Golden Brau and Ciuc, ended
last year with a sales decline in line with the market pace, of
around 11%, according to the company’s estimates published in the
Dutch group’s report. Thus, according to ZF’s estimates, Heineken’s
Romanian subsidiary last year sold 5.2 million hectolitres of beer,
namely a market share of 28.7%, taking into account a market volume
of 18 million hectolitres in 2009. By comparison, according to the
latest data available, the brewer in 2008 held 29% of the market.
“The 11.3% market decline was generated by the off-trade channel,
which was harmed by the falling purchasing power and lower sums of
money Romanian working abroad sent home,” stated the company’s
representatives. They added Golden Brau in this period reported a
lower sales decrease compared with the market. The domestic
subsidiary of the Dutch group will further focus on brand
development and sales this year, but also on cost reduction, after
it closed down three malt production facilities in 2009 and in
January announced the closing of Hateg brewery.