Tuborg producer wants 10% of mineral water market with Bilbor

The producer of Tuborg and of Carlsberg, URBB, is throwing Bilbor brand into the battle with Dorna and Borsec, and announces its targets on the mineral water market, put at 300 million euros: sales of over 5 million euros in the first year, 25% of production exported and a 10% market share in five years' time.
The entry onto the mineral water market in the first few days of the summer season will bring over 5 million euros in additional sales to URBB this year, according to Shachar Shaine, chairman of United Romanian Breweries Bereprod, a company with over 100 million euros in annual sales.
He also bets on exports, in the context where local consumption has continued to fall this year.
"What have I done in this time of crisis? Firstly, I looked at revenues and asked 'What can we do to grow?' You have several options: boost market share, develop your product portfolio or you rely more heavily on exports. Then I look at costs and try to come up with solutions to make us more efficient without making personnel cuts," Shaine says.
The launch of Bilbor, a premium mineral water brand, in which URBB wants to invest several million RON in order to make it known onto the market, could help keep the company away from the downward spiral of sales.