Bere Mures, the second-largest domestic player on the beer market, aims to grab 7% of the mineral water market in one year after starting production.
The company, with turnover worth 45 million euros in 2005, has invested 3million euros to retool a mineral water plant located in Hunedoara county. In mid June, Bere Mures started producing and distributing mineral water under the Cezara brand, with the bottling capacity of the plant standing at 30,000 hectolitres per month.
"We will monitor the way the product enters the market and we shall then consider the possibility of expanding the plant's bottling capacities," stated Radu Moldovan, the company's marketing manager.
The company produces carbonated mineral water in four types of packaging, all PET.
"We are primarily interested in the domestic market, where nationwide distribution is secured through beer brands, and by yearend we will also launch exports to the Republic of Moldova, where we are already present with beer brands," adds Moldovan.
The marketing manager of Bere Mures also said the promotion campaign for the brand had already started, with the value of advertising amounting to 150,000 euros during the first month.
"We must further invest in promotion to the end of securing a market share that should allow us to develop the mineral water business," says Moldovan.
According to the company's marketing manager, the current bottling capacity of the plant can be tripled by adding some new lines.
The decision to make fresh investments may be reached this year, depending on the market. Beside entering the segment of mineral water, Bere Mures shareholders also decided to invest in tourism.
Thus, the company earmarked 5m euros to renovate the Germisara complex located in Geoagiu (Hunedoara county) that Bere Mures bought last year from AVAS.
The hotel ha
