Alcoholic Drinks in Romania

ALCOHOLIC DRINKS IN ROMANIA

Euromonitor International

June 2016

LIST OF CONTENTS AND TABLES

Executive Summary

Declining Alcoholic Drinks Volume Sales

Government Decides To Lower Excise Tax in Order To Stimulate Consumption

Multinationals Maintain Strong Position in Romania

Modern Retailing Activities Stimulated by Recovering Economy

Lower Excise Tax To Fuel Demand Over Forecast Period

Key Trends and Developments

Improving Economy To Boost Alcoholic Drinks Sales

Media and Advertising Investment Set To Continue Boosting Sales

Urban Areas Drive Consumption

Key New Product Launches

Summary 1 Key New Product Developments 2015-2016

Market Background

Legislation

Table 1 Number of On-trade Establishments by Type 2010-2015

Taxation and Duty Levies

Table 2 Taxation and Duty Levies on Alcoholic Drinks 2015

Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015

Table 4 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015

Table 5 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2015

Table 6 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2015

Operating Environment

Contraband/parallel Trade

Duty Free

Cross-border/private Imports

Market Indicators

Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

Market Data

Table 8 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015

Table 9 Sales of Alcoholic Drinks by Category: Total Value 2010-2015

Table 10 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015

Table 11 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015

Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015

Table 13 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015

Table 14 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015

Table 15 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015

Table 16 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015

Table 17 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015

Table 18 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2015

Table 19 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020

Table 20 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020

Table 21 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020

Table 22 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020

Definitions

Published Data Comparisons

Sources

Summary 2 Research Sources

Alexandrion Group Romania SRL in Alcoholic Drinks (romania)

Strategic Direction

Key Facts

Summary 3 Alexandrion Group Romania SRL: Key Facts

Summary 4 Alexandrion Group Romania SRL: Operational Indicators

Competitive Positioning

Summary 5 Alexandrion Group Romania SRL: Competitive Position 2015

Murfatlar Romania SA in Alcoholic Drinks (romania)

Strategic Direction

Key Facts

Summary 6 Murfatlar Romania SA: Key Facts

Summary 7 Murfatlar Romania SA: Operational Indicators

Competitive Positioning

Summary 8 Murfatlar Romania SA: Competitive Position 2015

Romaqua Group SA in Alcoholic Drinks (romania)

Strategic Direction

Key Facts

Summary 9 Romaqua Group SA: Key Facts

Summary 10 Romaqua Group SA: Operational Indicators

Competitive Positioning

Summary 11 Romaqua Group SA: Competitive Position 2015

Vinexpert SRL in Alcoholic Drinks (romania)

Strategic Direction

Key Facts

Summary 12 Vinexpert SRL: Key Facts

Summary 13 Vinexpert SRL: Operational Indicators

Internet Strategy

Company Background

Chart 1 Vinexpert: The Wine Bistro in Bucharest

Private Label

Competitive Positioning

Zarea SA in Alcoholic Drinks (romania)

Strategic Direction

Key Facts

Summary 14 Zarea SA: Key Facts

Summary 15 Zarea SA: Operational Indicators

Competitive Positioning

Summary 16 Zarea SA: Competitive Position 2015

Headlines

Trends

Production, Imports and Exports

Competitive Landscape

Prospects

Category Background

Lager Price Band Methodology

Summary 17 Lager by Price Band 2015

Table 23 Number of Breweries 2010-2015

Category Data

Table 24 Sales of Beer by Category: Total Volume 2010-2015

Table 25 Sales of Beer by Category: Total Value 2010-2015

Table 26 Sales of Beer by Category: % Total Volume Growth 2010-2015

Table 27 Sales of Beer by Category: % Total Value Growth 2010-2015

Table 28 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015

Table 30 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015

Table 31 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015

Table 32 GBO Company Shares of Beer: % Total Volume 2011-2015

Table 33 NBO Company Shares of Beer: % Total Volume 2011-2015

Table 34 LBN Brand Shares of Beer: % Total Volume 2012-2015

Table 35 Production, Imports and Exports of Beer: Total Volume 2009-2014

Table 36 Imports of Beer by Country of Origin: Total Volume 2009-2014

Table 37 Imports of Beer by Country of Origin: Total Value 2009-2014

Table 38 Exports of Beer by Country of Destination: Total Volume 2009-2014

Table 39 Exports of Beer by Country of Destination: Total Value 2009-2014

Table 40 Forecast Sales of Beer by Category: Total Volume 2015-2020

Table 41 Forecast Sales of Beer by Category: Total Value 2015-2020

Table 42 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020

Table 43 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

Headlines

Trends

Production, Imports and Exports

Competitive Landscape

Prospects

Category Data

Table 44 Sales of Cider/Perry: Total Volume 2010-2015

Table 45 Sales of Cider/Perry: Total Value 2010-2015

Table 46 Sales of Cider/Perry: % Total Volume Growth 2010-2015

Table 47 Sales of Cider/Perry: % Total Value Growth 2010-2015

Table 48 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2010-2015

Table 49 Sales of Cider/Perry by Off-trade vs On-trade: Value 2010-2015

Table 50 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2010-2015

Table 51 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2010-2015

Table 52 Production, Imports and Exports of Cider/Perry: Total Volume 2009-2014

Table 53 Imports of Cider/Perry by Country of Origin: Total Volume 2009-2014

Table 54 Imports of Cider/Perry by Country of Origin: Total Value 2009-2014

Table 55 Forecast Sales of Cider/Perry: Total Volume 2015-2020

Table 56 Forecast Sales of Cider/Perry: Total Value 2015-2020

Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2015-2020

Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2015-2020

Headlines

Trends

Competitive Landscape

Prospects

Category Data

Table 59 Sales of RTDS/High-strength Premixes by Category: Total Volume 2010-2015

Table 60 Sales of RTDS/High-strength Premixes by Category: Total Value 2010-2015

Table 61 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2010-2015

Table 62 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2010-2015

Table 63 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2010-2015

Table 64 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2010-2015

Table 65 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2010-2015

Table 66 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2010-2015

Table 67 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015

Table 68 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015

Table 69 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2012-2015

Table 70 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2015-2020

Table 71 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2015-2020

Table 72 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2015-2020

Table 73 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2015-2020

Headlines

Trends

Production, Imports and Exports

Competitive Landscape

Prospects

Category Background

Vodka, Gin, Other Blended Scotch Whisky, Dark Rum and White Rum Price Band Methodology

Summary 18 Benchmark Brands 2015

Category Data

Table 74 Sales of Spirits by Category: Total Volume 2010-2015

Table 75 Sales of Spirits by Category: Total Value 2010-2015

Table 76 Sales of Spirits by Category: % Total Volume Growth 2010-2015

Table 77 Sales of Spirits by Category: % Total Value Growth 2010-2015

Table 78 Sales of Spirits by Off-trade vs On-trade: Volume 2010-2015

Table 79 Sales of Spirits by Off-trade vs On-trade: Value 2010-2015

Table 80 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2010-2015

Table 81 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2010-2015

Table 82 Sales of Dark Rum by Price Platform: % Total Volume 2010-2015

Table 83 Sales of White Rum by Price Platform: % Total Volume 2010-2015

Table 84 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2010-2015

Table 85 Sales of English Gin by Price Platform: % Total Volume 2010-2015

Table 86 Sales of Vodka by Price Platform: % Total Volume 2010-2015

Table 87 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2010-2015

Table 88 GBO Company Shares of Spirits: % Total Volume 2011-2015

Table 89 NBO Company Shares of Spirits: % Total Volume 2011-2015

Table 90 LBN Brand Shares of Spirits: % Total Volume 2012-2015

Table 91 Production, Imports and Exports of Brandy & Cognac: Total Volume 2009-2014

Table 92 Production, Imports and Exports of Rum: Total Volume 2009-2014

Table 93 Production, Imports and Exports of Tequila (and Mezcal): Total Volume 2009-2014

Table 94 Production, Imports and Exports of Whiskies: Total Volume 2009-2014

Table 95 Production, Imports and Exports of Gin: Total Volume 2009-2014

Table 96 Production, Imports and Exports of Vodka: Total Volume 2009-2014

Table 97 Forecast Sales of Spirits by Category: Total Volume 2015-2020

Table 98 Forecast Sales of Spirits by Category: Total Value 2015-2020

Table 99 Forecast Sales of Spirits by Category: % Total Volume Growth 2015-2020

Table 100 Forecast Sales of Spirits by Category: % Total Value Growth 2015-2020

Headlines

Trends

Production, Imports and Exports

Competitive Landscape

Prospects

Category Data

Table 101 Sales of Wine by Category: Total Volume 2010-2015

Table 102 Sales of Wine by Category: Total Value 2010-2015

Table 103 Sales of Wine by Category: % Total Volume Growth 2010-2015

Table 104 Sales of Wine by Category: % Total Value Growth 2010-2015

Table 105 Sales of Wine by Off-trade vs On-trade: Volume 2010-2015

Table 106 Sales of Wine by Off-trade vs On-trade: Value 2010-2015

Table 107 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2010-2015

Table 108 Sales of Wine by Off-trade vs On-trade: % Value Growth 2010-2015

Table 109 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2010-2015

Table 110 Sales of Still White Wine by Price Segment: % Off-trade Volume 2010-2015

Table 111 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2010-2015

Table 112 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2010-2015

Table 113 Sales of Still Red Wine by Grape/Varietal Type: % Total Volume 2010-2015

Table 114 Sales of Still White Wine by Grape/Varietal Type: % Total Volume 2010-2015

Table 115 Sales of Still Rosé Wine by Grape/Varietal Type: % Total Volume 2010-2015

Table 116 GBO Company Shares of Still Light Grape Wine: % Total Volume 2011-2015

Table 117 NBO Company Shares of Still Light Grape Wine: % Total Volume 2011-2015

Table 118 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2012-2015

Table 119 GBO Company Shares of Champagne: % Total Volume 2011-2015

Table 120 NBO Company Shares of Champagne: % Total Volume 2011-2015

Table 121 LBN Brand Shares of Champagne: % Total Volume 2012-2015

Table 122 GBO Company Shares of Other Sparkling Wine: % Total Volume 2011-2015

Table 123 NBO Company Shares of Other Sparkling Wine: % Total Volume 2011-2015

Table 124 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2012-2015

Table 125 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2011-2015

Table 126 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2011-2015

Table 127 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2012-2015

Table 128 Production, Imports and Exports of Wine: Total Volume 2009-2014

Table 129 Imports of Wine by Country of Origin: Total Volume 2009-2014

Table 130 Imports of Wine by Country of Origin: Total Value 2009-2014

Table 131 Exports of Wine by Country of Destination: Total Volume 2009-2014

Table 132 Exports of Wine by Country of Destination: Total Value 2009-2014

Table 133 Forecast Sales of Wine by Category: Total Volume 2015-2020

Table 134 Forecast Sales of Wine by Category: Total Value 2015-2020

Table 135 Forecast Sales of Wine by Category: % Total Volume Growth 2015-2020

Table 136 Forecast Sales of Wine by Category: % Total Value Growth 2015-2020

Alcoholic Drinks in Romania

Despite recovering consumption compared to the beginning of the review period, alcoholic drinks registered a decline in sales in 2015. Volume sales continued to be affected by low purchasing power in the context of stringent legislation and high excise tax, with rising prices resulting in consumers focusing on higher volume and mid-priced and economy products at the expense of premium brands.

Euromonitor International's Alcoholic Drinks in Romania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2011-2015), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2020 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs/High-Strength Premixes, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

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