The warm weather, consumers' rising purchasing power, and product portfolio expansion boosted Heineken Romania's turnover by 36% in the first half of this year. The company reported gross turnover worth 120.2m euros in H1, 2007, with the 36% growth by far exceeding the initial estimates of the domestic unit of the Dutch brewer. Heineken sold 2.3 million hectolitres of beer during the January-June 2007 period, an increase of just 20% against the first six months of 2006. "The increase in terms of value was higher than the one registered in terms of volume, given that the biggest sales were generated on the mainstream segment," stated Edwin Botterman, Heineken Romania's chairman and CEO. He specified the increase was because of an improved brand portfolio, sales and distribution network optimisation and marketing investments, as well as to the favourable weather conditions registered in the first half. Heineken's figures confirm the higher-than-expected increase in beer sales. Ursus Breweries in the first half of this year saw its sales advance by 31% against the same period last year, while InBev Romania generated a 27% sales increase against the first half of 2006. Heineken Romania now holds 26.5% of the market, up 0.6% from last year.
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