The producer of Tuborg and of Carlsberg, URBB, is throwingBilbor brand into the battle with Dorna and Borsec, and announcesits targets on the mineral water market, put at 300 million euros:sales of over 5 million euros in the first year, 25% of productionexported and a 10% market share in five years' time.
The entry onto the mineral water market in the first few days ofthe summer season will bring over 5 million euros in additionalsales to URBB this year, according to Shachar Shaine, chairman ofUnited Romanian Breweries Bereprod, a company with over 100 millioneuros in annual sales.
He also bets on exports, in the context where local consumption hascontinued to fall this year.
"What have I done in this time of crisis? Firstly, I looked atrevenues and asked 'What can we do to grow?' You have severaloptions: boost market share, develop your product portfolio or yourely more heavily on exports. Then I look at costs and try to comeup with solutions to make us more efficient without makingpersonnel cuts," Shaine says.
The launch of Bilbor, a premium mineral water brand, in which URBBwants to invest several million RON in order to make it known ontothe market, could help keep the company away from the downwardspiral of sales.
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