The new brand identity that Carlsberg has recently launched in Romania had a budget of almost EUR 2 million and it was part of the international campaign to reposition the brand. The company estimates a sales increase of over 10 percent as a result of brand repositioning.

Launched on the Romanian market ten years ago, the Carlsberg brand is produced in Romania by United Romanian Breweries Bereprod (URBB). "Over the last three years the super-premium beer segment in Romania has declined dramatically, with almost 30 percent. Carlsberg beer has also registered a decline, but lower than the market average. We hope to stabilize this year,” said Doron Zilberstein, vice president of marketing at URBB. “We want to position the brand targeting young costumers that won’t mind adding an extra 1 RON to buy a premium-beer. It's not like they buy a Mercedes,” he also said.

Currently, Carlsberg has a market share of 25 percent on the super-premium beer segment in Romania, being the second most important brand, according to company data. "In Romania, brands matter. It's about the status. Even students like from time to time to be seen using premium brands. If German consumers look at the price tag, the Romanians still look at the name of the brand.”, says Doron.

Carlsberg Group, founded in 1847,  reported last year a turnover of EUR 9 billion and a profit of EUR 1 billion. The company's main brand is Carlsberg, but it also brews Tuborg as well as local beers.  Since 2009 Carlsberg is the 4th largest brewery group in the world employing around 45,000 people.

Alex Camburu, alex.camburu@romania-insider.com