* The company has launched a new brand in Romania, "Staropramen", which will strengthen its market share
"Bergenbier" SA has launched on the Romanian market the Czech beer brand of "Staropramen", which will be manufactured at the company"s plant of Ploieşti.
Mr. Jiri Sitler, the ambassador of the Czech Republic in Bucharest, said yesterday, on the occasion of the launch: "Staropramen brings the spirit of Prague to Romania. I am happy that this beer will now be manufactured here in Romania".
"Bergenbier" did not need to make further investments into new technology, as the plant of Ploieşti has already seen significant investments into modern technology. The Staropramen beer will be produced under the license of "Pivovary Staropramen", in compliance with the recipe and the technological process for production and quality control imposed by the Czech manufacturer, with an expertise of 140 years in brewing.
Jens Hoesel, the general manager of "Bergenbier", said: "The new brand is positioned on the new premium segment. Its inclusion in our product portfolio represents a balanced addition to our market share. The Staropramen brand has imposed itself as the number one beer in Prague, with the biggest sales outside its country of origins, in over 30 countries. Global consumption of Staropramen surpasses that of Czech Republic by 30%".
Consumers targeted by the Staropramen brand are mostly located in urban areas, and have above average revenue. The new brand of beer with 5% alcohol is available in 0.5 and 0.33 l bottles, and in 0.33 cans. The product will be sold through the Horeca network, using traditional channels and through super- and hypermarkets.
Production of the new variety of beer has begun two weeks ago, and it is already being distributed through commercial networks.
The "Bergenbier" plant of Ploieşti ships towards the res
