Following the quasi-failure of several brown beer brands over the last few years, the Romanians are still reluctant to embrace anything non-lager, and therefore do not allow for the development of niche brands.
Subsequently, the attempt of Belgium's Interbrew Group, the world's fourth-leading brewer, to develop an amber beer segment in Romania might end in withdrawing the Aramia beer from the market.
Interbrew Romania, which accounts for 15.2% of the Romanian market, where it is the second top player, launched Aramia in the spring of last year. Initial consumer response was encouraging though loyalty has not replaced curiosity yet, Interbrew officials say.
"Aramia is appreciated for its taste. Consumers, however, see no reason why they should drink it. This situation shows the Romanian beer market has a long way to go before maturing," Mihai Albu, Interbrew Romania general manager said.
Albu specified Aramia sales did not reach the initially anticipated level so that the group was going to analyse and see whether to maintain the brand in its portfolio or not.
"If we come to the conclusion that sales will not allow us to produce Aramia up to our quality standards, we may decide to withdraw the brand from the market," Albu said.
Beer consumption in Romania reaches approximately 54 litres/capita, which is two or three times lower than in the Western countries. Whereas lager accounts for 95% of the total consumption in Romania, the consumption structure on the mature markets is much more balanced. Lager beer is but one of the many beer types available in countries such as the Czech Republic, Austria, Belgium or England. Brewers in Romania have tried several times to generate growth by launching brown beer but have yet to see a big breakthrough. laurentiu.ispir@zf.ro
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