Coca-Cola Hellenic Bottling Company (CCHBC) Romania, Coca-Cola's bottler, registered 19% increase in the 2002 sales volume, as highlighted in the balance sheet.
This increase was due to new product launches, such as Fanta Madness (grape flavour), Shokata (common elder flavour) and Bitter Lemon, the company explained.
At the same time, another reason for the increase in sales is the "improved economic environment."
"We kept expanding our non-alcoholic beverage range last year; the most important event for us was the acquisition of the Dorna mineral water producer. We are planning to keep making efforts to meet our consumers' demands in 2003," Mugurel Radulescu CCHBC Romania external relations manager told Ziarul Financiar.
Radulescu did not care to specify the exact sales figures for 2002, though. The increase registered by Coca-Cola shows that, as far as the non-alcoholic beverages industry is concerned, the purchasing power did not decrease last year as it happened in the foodstuffs industry. Kraft Foods has recently announced poorer results for its Romanian branch due to the purchasing power decline.
CCHBC Romania posted $126.3 million turnover in 2001, while net profit reached $9 million. If the sales value increased as much as the volume (19%) last year, Coca-Cola must have sold about $150 million's worth.
The Coca-Cola Company and CCHBC last year bought 98% in the non-carbonated mineral water producer Dorna Apemin SA. Coca-Cola now has the White Spring (Izvorul Alb), Poiana Negri and Dorna brands in its portfolio, too.
The deal was estimated at approximately $20 million. By the time of the takeover, the company had only one mineral water brand on the market, namely Bonaqua.
CCHBC Romania was established in 1991. It has invested more than $300 million so far and has five factories in Romania.
The mineral water market leader is the European Drinks Group, as its officials say quoting ACNielsen surveys, with Izvorul Minunilor brand (50.7%). Borsec accounts for 20%, while Dorna has 13%.
According to the same surveys, the European Drinks Group is also the carbonated beverage market leader, with 52%, followed by Coca-Cola - 30% and Pepsi - 10%.
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
