Interbrew spends more on promotion

The new general manager of Interbrew, the third leading player on the domestic beer market, says the media promotion expenses for every hectolitre of beer sold were 33% higher this year. “We are in the most dynamic and competitive business in Romania. This is a market where there are 5 major players that account for 87% of it, some of them being in the top ten global multinationals. Behind every player there is a rigorousness of the business and the powerful support that multinational status bestows,” Mihai Ghyka says. He will become general manager as of January, after having worked as the company”s marketing manager. Ghyka was also the chairman of the local branch of the International Advertising Association (IAA) until mid December. He says that the companies in the beer industry are the largest advertising spenders in Romania. For instance, the rate-card budget allocated by Interbrew for this year”s promotional activities amounted to some 75 million euros. ZF