Spirits producer Euroavipo Posta Calnau, has announced it will channel its 2006 investments towards promoting the Unirea and Hanul
Ars brands, continuing the investments in communication it began in 2003. According to company officials, the gross value of these investments will stand at a minimum of 4 million euros (the net value being much lower), the same as in 2005. "We keep investing in communication to be able to build a powerful brand," stated Gabriela Darie, communications manager of Euro Group, which comprises Euroavipo Posta Calnau. Euroavipo has invested about 4.2 million euros in communication this year, some 3.5 million euros of which were spent on TV advertising. These investments have driven
Unirea''s market share up from 26% to 34%, ten months into this year. According to market research company AlfaCont Mediawatch, Euro Group was the largest advertising spender in the spirits industry last year, with total gross investments of 18.5 million euros. ZF
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