The Beer Market In Romania. Situation And Outlook

Beer is an alcoholic beverage with low concentration, becoming more and more popular among Romanian consumers. This paper proposes an analysis of the beer sector in Romania, in a European context. The data needed for the study have been collected from national and European statistics, the information provided by the associations of beer producers and from the specialized literature. The research carried out has shown that the Romanian beer industry is one of the largest national employers and an engine of economic growth for the local economy. The beer market in Romania is one of the top 10 beer markets in Europe, as level of production, collected taxes and the creation of new jobs. The sector has undergone a significant growth in the last years, an evolution that will continue in the next period, due to the increase of the internal consumption and to the opening opportunities for the product export. The national beer market is dominated by multinational companies, which accumulate over 85% of the total. The small domestic producers could use the market niche destined for the products of the specialty category, flavoured beer or beer mixes, which have an insufficiently exploited potential. The study results are of a theoretical value, being useful for the field of research and application, for the local companies, which can identify business opportunities in the sector.