The Per capita expenditure on Beer segment in Romania reached USD 146.25 in 2025
The indicator recorded a historical growth (CAGR) of 11% between 2022 to 2025, and is expected to decline by...
GlobalData projects the indicator to decline at a CAGR of...
Beer segment in Romania
The beer & cider market consists of the retail sale of beer and cider. The beer segment consists of ale, dark beer, lager, stout, flavored beer, wheat beer, beer mixes, and seasonal beer. The cider segment consists of apple cider, flavored cider, pear cider, and seasonal cider.
In response to the outbreak of COVID-19, the Romanian government implemented lockdown and emergency measures. These measures caused beer & cider sales through on-premise to suffer a marginal drop in volumes. The off-premise channel recorded strong growth in 2020. Traditional retail was the dominant distribution sub-channel in 2020, followed by large modern retail. In addition, the beer and cider sector is expected to register a positive CAGR in large modern volume sales during 2021–2026. Furthermore, new sub-channels, such as e-commerce, are gaining traction among young consumers and are expected to record huge sales in the coming years.
Category segmentation
The Beer market is categorized into five major segments – Standard lager, Premium lager, Low/no alcohol, Ales, stouts & bitters, and Specialty beer. Lager was the leading beer type in both value and volume terms in Romania, followed by beer mixes, displaying the demand for unique and different varieties of beer among experimental consumers. Moreover, despite the decline in the HoReCa sector in Romania, the local beer producers continued the production of beer and used online platforms for beer sales in 2020
Rising Demand for No and Zero Alcohol Beers & Growth in E-commerce Sales
Romanians have become increasingly concerned about their health and wellbeing, which has led to an increase in demand for no and low-alcohol beers. COVID-19 accelerated this trend, and demand for low alcohol beer grew in 2020.
COVID-19 has forced consumers to change the way they shop. Consumers are turning to e-commerce to avoid going to shops. Meanwhile, there was a huge rise in consumers using the online shopping option as they sought a contact-free shopping experience.
Price segmentation
Volume sales of the discount segment fell as consumers in lower-income brackets curtailed their spending on alcoholic drinks due to financial constraints amid widespread business closures, layoffs, and wage cuts. The premium price segment recorded 2020’s lowest volume decline. This indicates that consumers preferred higher quality products as they valued quality over quantity. The volume in the segment declined during 2019– 2020, primarily due to COVID-19 and the consumer shift towards premium drinks.
Who are the leading players?
Ursus Breweries
Ursus Breweries is a Romanian beer producer located in Bucharest. The company owns three breweries, in Timișoara, Buzău, and Brașov, and also has a craft mini-brewery in Cluj-Napoca. The company claims that one-in-three beers sold in Romania are part of the Ursus Breweries portfolio. The top beer brands of the company are Ciucas, Timisoreana, Ursus, Peroni, Stejar, Grolsch, Efes, and Redds.
Heineken Romania is headquartered in Bucharest, Romania. The company is one of the leading beers & cider companies in Romania. The company claims to offer diverse tastes, trends, and expertise in the market with its brands. Heineken Romania’s top leading brands in 2020 are Neumarkt, Bucegi, Golden Brau, Heineken, Ciuc, Strongbow, Silva, and Harghita.
Bergenbier
Bergenbier is part of Molson Coors, one of the largest companies in Central and Eastern Europe. The company has its factory in Ploieşti and also claims to have a high-performance national distribution network. Bergenbier has a diverse and well-defined portfolio with its brands being present in all the major market segments. Some Bergenbier’s top brands include Bergenbier, Noroc, Beck’s, Staropramen, Stella Artois, Loewenbrau, and Corona.
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