Florin Nechita, the new marketing manager of bottler Apemin Tusnad, believes the local mineral water market will not be dominated by 3-4 players, as is the case on other more complex markets, such as the beer market. Locally, the mineral water market is among the few market segments where multinationals have not come to hold a dominant position. Coca-Cola Hellenic and Pepsi Americas, the only multinationals with local production, account for just 15% of the 1.15 billion litres of water bottled at the SNAM springs (National Company of Mineral Waters). "The mineral water and beer markets are very similar: consumption is on the rise, and brands are becoming increasingly big, as are the companies' communication budgets. The difference is in terms of acquisitions: I don't think we will see brand takeovers, which happened in the beer industry," said Nechita, who, before coming to Apemin Tusnad, worked for Ursus Breweries.
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