Brewers invest 12m euros in advertising

Companies in the beer industry invest 12 million euros in net amount in TV promotion every year, according to estimates made by Schahar Shaine, president of United Romanian Breweries Bereprod (URBB), the producer of Tuborg and Carlsberg beers and no. 4 on the Romanian beer market.

"This is not little. Our market is very active as far as advertising is concerned. I think we will keep up this level (12 million euros, i.e.). The market is split, competition is very strong and good advertising earns you more, whereas if you don't do it, you lose straight out," Shaine told ZF in an interview.
URBB's budget for TV advertising for all its brands is 86.9 million euros rate card (before discounts are applied). These are the first data on the net budget invested in promoting companies in this industry. According to the Media Fact Book report put together by Initiative Media Romania, part of communication group Lowe, the beer industry ranked fourth last year among sectors that invest in advertising (TV, radio, press) with a 324 million-euro rate card budget. No. 1 was the telecommunications industry, which spent nearly half a billion euros in rate card amounts on advertising.
As far as URBB's business is concerned, Schachar Shaine says beer will only account for 60-70% of the company's overall sales in the long run, while soft drinks and water will fetch 30-40% of the turnover.