The Romaqua group controlled by businessman Octavian Cretu hasrecently launched its own energy drink brand on a market dominatedby Red Bull with a share of about 50%.
The Romanian producer is thus expanding production of thebrewery in Sebes, which it opened in 2008 by having it enter a newmarket with the Giusto Elektrik brand, positioned on a lower pricesegment than Red Bull. The new brand is targeting 3-4% for thefirst year on a market put at 40-50 million euros.
"No additional investments in production were needed for thislaunch. Giusto Elektrik is bottled on the Albacher beer can line,"said Radu Lazaroiu, general manger of Romaqua Group Borsec.
The factory in Sebes, Alba county was inaugurated after 39million-euro investments, with most of the money coming from a 31million-euro loan from BCR. Romaqua, the biggest local mineralwater bottler posted 130 million-euro sales in 2008, according tothe latest reports of the group, generated by such brands asBorsec, Giusto and Albacher.
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