Brosura Asociatiei Berarii Romaniei Editia 2011

7/28/2019 Brosura Asociatiei Berarii Romaniei Editia 2011

1/36


2/36


3/36

Cuprins/ Contents

Mesajul Secretarului General al Asociaiei Berarii EuropeiThe message o the Secretary General o the Brewers o Europe Association

9

S descoperim minunatele poveti ale berii!Discovering the beer beautiul stories!

10

Comportament responsabilActing responsible 12

Industria berii din perspectiva economicThe beer industry rom the economic perspective

14

BEREA, cel mai patriotic sector de producie din RomniaBEER, the most patriotic production sector in Romania

17

Bergenbier S.A. 19

Membrii Asociaiei Berarii RomnieiMembers o the Brewers o Romania Association

Heineken Romnia 21

Romaqua Group Borsec 23

United Romanian Breweries Bereprod 25

Ursus Breweries 27

Soufet Malt Romnia 29

Asociaia Productorilor de Hamei din Romnia (APH)Association o the Hops Producers o Romania (AHP)

31

Mrcile berarilor notri

Our members brands

32

ContacteContacts

33

Asociaia Berarii Romniei, parte a marii amilii Berarii EuropeiBrewers o Romania, part o the large amily o Brewers o Europe

7

Opinii management industria beriiBeer Industry Management Opinion 2


4/36

Bergenbier S.A. Mihai Ghyka, Director General/General Director

Heineken Romnia - Jan Derck van Karnebeek, Managing Director

Am vzut mereu Berarii Romniei ca o asociaie de breasl ce reunete majoritatea productorilor debere din Romnia n dorina de a promova imaginea industriei berii ca pe o industrie responsabil.Avem dorina ca prin auto-reglementare s m n acord cu standardele Berarilor Europei, din care BerariiRomniei ac parte.

Industria berii este una din cele mai competitive industrii din Romnia, avnd un numr important dejuctori internaionali i de mrci locale ce i disput un consum aat actualmente n declin, sub eectulcrizei economice globale.

Bergenbier S.A., productorul unor renumite branduri precum Bergenbier, Stella Artois, Becks, Noroc iLowenbrau, este mndru s e membru ondator al Asociaiei Berarii Romniei i s contribuie la unmediu economic sntos n parteneriat cu instituiile statului.

I have always seen the Brewers o Romania Association as an industry association that gathers most othe beer producers in Romania, with the desire to promote the image o the beer industry as a responsible

one. By sel-regulation we wish to be in compliance with the standards o Brewers o Europe, a orum thatBrewers o Romania Association is part o.

The beer industry is one o the most competitive industries in Romania that has a signicant number o international players and local brands, whichghts against the declining trend in consumption as an eect o the global economic crisis.

Bergenbier S.A., the producer o the amous brands l ike Bergenbier, Stella Artois, Becks, Noroc and Lowenbrau, is proud to be a ounding member othe Brewers o Romania Association and to contribute to a healthy economic environment in partnership with the state institutions.

Asociaia Berarii Romniei reunete peste 90% din industria berii din Romnia i numr acum printremembrii si i marii productori de mal i hamei din ar. Astel, berea este o industrie naional: mareamajoritate a ingredientelor olosite la abricare este cultivat n Romnia, 99% din berea consumat lanivel naional provine din producia intern (INS) i aproximativ 10.300 de persoane din Romnia suntangajate n industria berii (Studiul Ernst & Young 2009, The contribution made by beer to EuropeanEconomy). Berea este un produs natural care, dac este consumat cu moderaie, oer o experien

plcut consumatorilor. Prin urmare, toi membrii Asociaiei i unesc orele n promovarea consumuluiresponsabil de bere.

Brewers o Romania Association brings together more than 90% o the Romanian beer industry andnow also includes the major malt and hops producers o Romania. Beer is thus a national industry: thegreat majority o the ingredients used in producing beer is grown in Romania, 99% o the consumed beerin Romania is brewed locally (NIS) and approximately 10.300 people in Romania are directly employedin the brewing industry (2009 Ernst & Young study, The contribution made by beer to the EuropeanEconomy). Beer is a natural product which, i consumed with moderation, oers a pleasant experience toits consumers. Thereore, all the members o the Association join their eorts in promoting a responsibleconsumption o beer.

2


5/36

Romaqua Radu Lazaroiu, Managing Director

United Romanian Breweries BereprodHezy Ovadia, Preedinte/President

Am ost onorai cnd Berarii Romniei ne-au invitat, la nceputul anului 2009, s acem parte din Asociaie.Eram prima companie romneasc care adera la BR i eram nerbdtori s vedem sinergia celor 5 companii:patru multinaionale i o companie 100% romneasc. Rezultatele au ost pe msura ateptrilor noastre,

maniera de lucru bazndu-se ntotdeauna pe proesionalism i respect reciproc.

We were honored to have been invited to join the Brewers o Romania Association, at the beginningo 2009. We are the rst Romanian company to become member o the BR and we were eager to watchthe synergy o the ve companies: our multinational corporations and a 100% Romanian company. Theresults came up to what we expected, the working approach being always based on proessionalism andmutual respect.

Dincolo de eorturile constante investite n promovarea i ncurajarea unui obicei sntos al consumului debere n mod responsabil n rndul romnilor, Asociaia reunete pasiunea pe care ecare membru n parteo are pentru crearea uneia dintre cele mai cutate i apreciate buturi ale lumii - berea. A unul dintremembrii Asociaiei Berarii Romniei reprezint pentru noi provocarea de a oeri consumatorilor romnimrci de bere premium de cea mai nalt calitate i, totodat, ne oer un cadru care ne permite s avemo perspectiv complex asupra acestui segment de pia n ansamblul su. Suntem membri ai AsociaieiBerarii Romniei nc de la lansarea acesteia i ne bucurm c i pe viitor ne vom concentra mpreuneorturile pentru consolidarea acestui segment pe piaa romneasc, precum i pentru respectareaintereselor consumatorilor.

Beyond the constant eort invested in the promotion and the encouragement o responsible consumptiono beer among Romanians, the Association rejoins a passion that each and anyone o us has or the creationo one o the most wanted and appreciated drinks in the world beer. Being a member o Brewers

o Romania Association means, on one hand, to stand or a great challenge in oering premium beerbrands to the Romanian consumer and on the other hand, it gives us the opportunity to have a greaterperspective upon this market segment. We are a member o the Brewers o Romania Association romthe early beginnings and not only that are we glad or concentrating our eorts towards consolidating thissegment o the Romanian market, but or respecting the consumers interests, too.

3


6/36

Ursus Breweries Gary Whitlie, Preedinte/ President

Asociaia Productorilor de Hamei din Romnia/ Asociation o Hops Producers o Romania

Acaiu Mora, Preedinte/ President

n poda contextului economic dicil i a impactului acestuia asupra pieei berii, Ursus Breweries vacontinua s oere consumatorilor mrci de bere de o calitate excelent, aa cum acetia i le doresc i, nacelai timp, s promoveze un consum responsabil al berilor noastre.

Despite the current dicult economic situation and its impact on the beer market, Ursus Breweries remainscommitted to meeting the Romanian beer consumers desire or top quality beers whilst continuing topromote responsible consumption o our products.

Hameiul d caracter berii. nsuirile: amreala, aroma, spumarea i conservarea asigurat de hamei, iorchestrat de Berarii Romniei oer consumatorilor cea mai gustat licoare, berea.

The hop gives the beers heart. Its goods: bitterness, avor, rothing and preservation provided by the hopand conducted by the Brewers o Romania Association provide consumers the most tasty o the drinks,the beer.

4


7/36

Soufet Malt Romnia/Soufet Malt RomaniaFranois-Xavier DHollander, Director Executiv/ Executive Director

Soufet Malt Romania este cel mai mare productor de mal din Romnia. Orzul prelucrat este aproapesingurul ingredient pentru mal, iar malul este ingredientul major pentru bere. Astel, Soufet Malt

Romania este inima lanului orz mal bere.

Reprezentnd aceast legatur, suntem mndri s ne integrm n acest consiliu al productorilor de bereromni pentru a participa la promovarea industriei berii n Romnia i a crete avorabilitatea producieide soiuri de orz de calitate n Romnia pentru a avea sigurana acestui lan, astel nct berea s e ncontinuare produs n mod natural cu ingrediente naionale.

Cu toii participm la aprarea produciei de bere din Romnia i suntem convini c Asociaia BerariiRomniei va un partener sincer pentru o dezvoltare durabil a unui produs nobil, precum orzul.

Soufet Malt Romania is the largest malt producer o Romania. Malting barley is almost the onlyingredient or malt, and malt is the main ingredient or beer. This puts Soufet Malt Romania in the hearto the chain barley malt beer.

Being this link, we are happy to integrate the assembly o Romanian brewers in order to participate topromote the beer industry in Romania and to avor the production o good malting barley varieties inRomania or the wellness o the supply chain, so that beer continues to be produced in a natural way, withnational ingredients.

We shall participate to deend beer production in Romania and we are sure that the Brewers o RomaniaAssociation will be a air partner in a sustainable development o this noble product which is the malting barley.

5


8/36

6


9/36

Asociaia Berarii Romniei a ost ninat n 2004 i reprezint productoriide bere din Romnia att pe plan local, ct i internaional. Membrii actualisunt cinci dintre cei mai mari productori de bere din Romnia, iar ncepnd

cu anul 2011 s-au alturat i productori de hamei i mal, materia primnecesar pentru orice bere.

Din ianuarie 2008, organizaia este membr a Asociaiei Berarii Europei,considerat vocea industriei europene a berii n aa dieritelor instituii iorganizaii internaionale. Fondat n 1958, la Bruxelles, organizaia are astzi27 de membri i reprezint interesele a aproximativ 4.000 de productori dinindustria berii din Europa. Mai mult, Asociaia Berarii Europei reprezint iapr interesele a peste 2,5 milioane de oameni care datoreaz locurile de

munc produciei i vnzrii berii.

Ca i organizaia european, Asociaia Berarii Romniei joac un rol activn promovarea i dezvoltarea unei industrii a berii puternice i responsabilen Romnia. Totodat, asigur i un mediu de aaceri sntos, sprijinindarmonizarea legislaiei romneti, care reglementeaz industria berii, cucea a Uniunii Europene. Pentru a ne asigura un comportament responsabili n domeniul comunicrii comerciale, membrii asociaiei au doveditangajamentul prin elaborarea unui Cod al Comunicrii Comerciale, semnatde toi membrii organizaiei, prin care a ost luat angajamentul respectrii

anumitor reguli n beneciul consumatorului. Aceste prevederi ale CoduluiComunicrii Comerciale au ost introduse n Codul de practic n publicitate alConsiliului Romn pentru Publicitate.

Brewers o Romania Association was ounded in 2004 and representsthe Romanian beer producers on a local and an international scale.The current membership comprises ve o the largest beer producers

in Romania, and starting with 2011 joined also the hop and maltproducers, the raw material necessary or any beer.

Starting with January 2008 the organization is member o Brewerso Europe Association which is considered to be the voice o theEuropean beer industry in ront o dierent international institutionsand organizations. Founded in 1958, in Brussels, the organization hastoday 27 members and represents the interests o approximately 4.000producers rom the European beer industry. Furthermore, Brewers o

Europe Association represents and deends the interests o over 2.5million people who have jobs as a result o the production and beersales.

As well as the European organization, Brewers o Romania Associationplays an active role in promoting and developing a powerull andresponsible beer industry in Romania. In the same time, it ensuresa healthy business environment, supporting the harmonization oRomanian legislation which regulates the beer industry, with theone o the European Union. To assure the responsible behavior in the

eld o commercial communication, the members o the associationdemonstrated their commitment by elaborating the Code o CommercialCommunication, which has the undertaking o all association membersin terms o respecting the rules or the consumers benet. Thosestipulations o the Commercial Code o Communication were introducedto the Advertising practice code o the Romanian Advertising Council.

Asociaia Berarii Romniei, parte a marii amilii Berarii EuropeiBrewers o Romania, part o the large amily o Brewers o Europe

7


10/36

8


11/36

Asociaia Berarii Europei i Asociaia Berarii Romnieimprtesc aceleai valori, iar n ultimii trei ani am susinutiniiativele de responsabilitate social att ale organizaieilocale ct i ale producrilor de bere din Romnia. Ideea dea o echip unit este primordial pentru tot ceea ce acemnoi astzi, toi membrii Asociaiei Berarii Europei tiu cdoar astel vom continua s servim responsabil consumatorii

europeni de bere i s garantm n mod durabil viitorul unuisector european sntos al berii.

Studiile noastre recente arat c Berarii Europei contribuiecu aproximativ 57 miliarde de euro anual, prin impozite, labugetul rilor europene. i n termeni de valoare adugat,este o cir similar de 59 miliarde de euro. Conormraportului Ernst & Young din 2009, Romnia produce aproape5% din producia total de bere din Europa, adic aproape 20de milioane de hectolitri, ind un juctor important pe planeuropean.

mpreun promovm consumul responsabil de bere i,implicit, un stil de via echilibrat. nc din 2008, mprtimaceleai valori i vom continua s susinem i s dezvoltmprograme de educare a consumatorului cu privire la beneciileconsumului moderat de bere.

Pierre-Olivier Bergeron

Brewers o Europe Association and Brewers o Romania

Association share the same values and in the last threeyears we have supported the social responsibilityinitiatives o the local organization and o the Romanianbeer producers. The idea o a united team is essential or

what we do today and all the members o Brewers o Europe Association know that this is the only way or us to continue serving the European beerconsumers in a responsible and sustainably guarantee o the uture o a healthy European beer sector.

Our latest data show that Brewers o Europe contribute roughly by 57 billion Euros annually in order o taxes to European exchequers, and in termso value added, there is a similar gure o 59 billion Euros . According to Ernst&Young 2009 report, Romania produces 5% o Europes total beerproduction, close to 20 million hectoliters, being an important player in the European sector.

Together, we promote the responsible consumption o beer and a balanced liestyle. Since 2008, we are sharing the same values and we will continueto sustain and develop consumers education programs regarding the benets o moderate beer consumption.

Pierre-Olivier Bergeron

Mesajul Secretarului General al Asociaiei Berarii EuropeiThe message o the Secretary General o the Brewers o EuropeAssociation

9


12/36

Descoperind berea!

Povestea berii a nceput acum 8000 de ani, timp n care a ascinat pringustul su unic i povetile mereu actuale pe care acest produs le are despus. Fabricat doar din ingrediente naturale (ap, orz, hamei i drojdie),putem spune c berea este o butur care ace parte din viaa noastr.

Berea reprezint o experien memorabil, este butura care a reuitde mult s depeasc orice grani, oerind oamenilor motivul perectpentru a aduce prietenii mpreun i de a nlesni comunicarea, indn acelai timp o butur mereu actual, pe care o savurezi cu plcerentr-o multitudine de ocazii. Potrivit lui Je Evans, un reputat editorbritanic, autor al mai multor ghiduri despre bere, n Europa, berea esteasociat cu convivialitatea, un lucru cu att mai adevrat n Romnia, oar latin ai crei oameni apreciaz prietenia i timpul petrecut la unpahar de bere.

Berea are un gust unic, recognoscibil i totodat dierit, n lume existndaproximativ 20.000 de mrci de bere produse n peste 180 de stiluri, n

uncie de tipul drojdiei utilizate, de procesarea ingredientelor principalei de temperatura olosit n procesul de ermentaie.

Un studiu realizat n comun de cercettorii spanioli de la Facultatea deMedicin a Universitii din Granada i a celor din cadrul ConsiliuluiSuperior de Cercetri tiinice din Madrid a demonstrat aptul c berea,prin caracteristicile i compoziia sa este recomandat pentru reacereapierderilor de hidrominerale care se produc prin transpiraie, acilitndastel recuperarea dup un exerciiu zic, mai ales atunci cnd esterealizat ntr-un mediu clduros. Testele au ost realizate pe un grup devoluntari cu vrste cuprinse ntre 20 i 30 de ani, care consum moderat

berea i au o stare zic bun.

n plus, berea are un eect rcoritor, are puterea de reducere a senzaieide sete i, dac este consumat moderat, este o butur rehidratantideal. Un consum moderat de alcool pentru brbai ajunge la 20-24g/zi (2 pahare de bere de 330 ml) i la 10-12g/zi n cazul emeilor (1 paharde bere de 330 ml).

Cercettorii spanioli au analizat, n acest context, modicarea greutiii au ajuns la concluzia c un consum potrivit de bere, cu sau r alcool,nu modic greutatea corporal. Msurtorile antropometrice austabilit c un consum moderat de bere, cu sau r alcool, nu modiccircumerina braului, taliei i coapsei; i nu s-au nregistrat modicrisemnicative n pliurile cutanate, a declarat dr. Ascension Marcos,cercettor i director al Grupului de Imunonutriie al Departamentuluide Metabolism i Nutriie din cadrul Consiliului Superior de Cercetritiinice.

Berea consumat n cantiti moderate are eecte pozitive asupra

asigurrii unei stri de bine, apt demonstrat de cercetri de peste totdin lume, care au prezentat inclusiv rezultatele avorabile n reducereariscului apariiei de boli cardiovasculare, diabet sau osteoporoz.

Astel, berea oer mai mult dect un gust unic, este butura caretrece dincolo de grania relaxrii, ind n aceeai msur un pretext desocializare i un produs care consumat cu moderaie ace parte dintr-unstil de via echilibrat.

S descoperim minunatele poveti ale berii!

10


13/36

Discovering the beer!

Beer story began 8000 years ago, and since then it ascinated by hisunique taste and always actual stories that this product has to say. Madeonly rom natural ingredients (water, barley, hop and yeast), we can saythat beer is a drink that is part o our lie.

Beer represents a memorable experience, it is the drink that succeededlong ago in overcoming any border, by oering people the perect reasonor bringing riends together and acilitating communication, beingin the same time an always actual drink that you enjoy with all yourheart in many occasions. According to Je Evans, a well known Britishpublisher, author o many beer guides, in Europe, beer is associatedwith conviviality, something even truer in Romania, a Latin countrywhose people appreciate the riendship and the time spent next to aglass o beer.

Beer has an unique taste, recognizable but also dierent, withapproximately 20.000 beer brands produced in over 180 styles all over

the world, depending on the type o yeast used, the processing o mainingredients and the temperature used in the ermentation process.

A study realized in common by Spanish researchers rom the MedicineFaculty o the Granada University and rom the Superior Council oScientic Research rom Madrid proved that beer, by its characteristicsand composition is recommended or restoring the hydro minerals lossesoccurring in the sweat process, acilitating the recovery ater a physicalexercise, especially when it is done in a warm environment. The testswere conducted on a group o volunteers aged between 20 and 30 yearsold, whom moderately drink beer and have a good physical condition.

In addition, the beer has cooling eect, the power to reduce thesensation o thirst and, i it is consumed moderately, it is an idealrehydration drink. Moderate alcohol consumption or men reaches 20-24g/day (2 glasses o beer o 300ml) and 10-12g/day when speakingabout women (1 beer glass o 330 ml).

Spanish researchers, in this context, have analyzed the weight changeand concluded that a right consumption o beer, with or without

alcohol, will not alter the body weight. Anthropometric measurementshave determined that a moderate consumption o beer, with or withoutalcohol, does not change the arm circumerence, waist and thigh,and there were no signicant changes in skin olds, had declared dr.Ascension Marcos, researcher and director o the Imunonutrition Groupo the Metabolism and Nutrition Department rom the Superior Councilo the Scientic Research.

Beer consumed in moderate quantities has a positive eect on providinga good condition, act demonstrated by all global researches, whichpresented avorable results in reducing the risk o cardiovascular

disease, diabetes and osteoporosis.

So, beer oers more than a unique taste, it is the drink that passes beyondthe boundary o relaxation, being equally a pretext or socialization anda product that consumed with moderation is part o a balanced liestyle.

Discovering the beer beautiul stories!

11


14/36

Asociaia Berarii Romniei un exempluinternaional de Responsabilitate Social

nc de la nceputul activitii Asociaiei, responsabilitatea social a ost ocomponent indispensabil, introducerea ghidului Regulile de ComunicareComercial Responsabil privind Berea ind totodat principalul instrumentde autoreglementare al organizaiei. Acest ghid conine o serie de reguli careghideaz ntreaga comunicare comercial a tuturor membrilor asociaiei,astel nct ntreaga comunicare s respecte principii de baz precumncurajarea consumului responsabil de bere i orientarea mesajului publicitardoar ctre persoane peste 18 ani.

Pentru a menine ncrederea consumatorilor, industria berii are interesuls se asigure c toate comunicrile sale comerciale sunt reglementaten mod corespunztor, astel nct acestea s e considerate legale,decente, oneste, adevrate i acceptabile din punct de vedere social.Acesta este motivul pentru care promovarea unui consum responsabilde bere, parte a unui stil de via echilibrat ca o experien socialplcut, st la baza comunicrii comerciale a ecreia dintre cele cincicompanii productoare de bere membre.

Campaniile sociale iniiate de Asociaia Berarii Romniei au avut treidirecii principale de aciune: educarea tinerilor n ceea ce priveteconsumul de alcool (Alcoolul nu te ace mare), contientizarea eectelornegative ale consumului de alcool atunci cnd conduci i inormareapublicului adult asupra aptului c berea poate parte a unui stil devia echilibrat atunci cnd este consumat cu moderaie (Romniiiubesc berea). Implicarea autoritilor naionale a reprezentat un plusi aceste colaborri au stat la baza proiectelor iniiate de Asociaie.Instituiile statului precum Ministerul Educaiei, Cercetrii, Tineretului iSportului, Inspectoratul General al Poliiei Romne, Consiliul Naional al

Audiovizualului s-au alturat acestor proiecte majore de responsabilitatesocial i au susinut importana campaniilor la nivel naional.

Romnii iubesc berea

Romnii iubesc berea este cea mai recent campanie lansat deAsociaie i a avut drept obiectiv inormarea adulilor cu privire lavalorile acestei buturi att de apreciate de-a lungul timpului. Mesajeleacestei campanii au evideniat aptul c berea este o experien plcut,care aduce oamenii laolalt.

Mesajul principal transmis prin intermediul acestei campanii a nsemnatpe lng sublinierea aptului c berea conine doar ingrediente naturale mal, hamei, drojdie i ap i aptul c este un partener de ndejdeal romnilor, nsoindu-i n toate momentele plcute din via, este unsimbol al convivialitii i un produs pe care l savurezi cu plcere.

Comportament responsabilActing responsible

Brewers of Romania Association aninternational example of Social Responsibility

Even rom the beginning o the Associations activity, the responsibiltycomponent has been indispensable and the introduction o the guideRules on Responsible Commercial Communication or Beer wasthe rst instrument o sel-regulation. This guide contains a set orules that lead entire commercial communication o all Associationmembers, so that entire communication has to respect basic principlessuch as encouraging responsible beer consumption and targeting theadvertising only to persons over 18 years old.

To maintain the consumers trust, the beer industry has the interest oensuring that all its commercial communications are properly regulatedso that they are considered legal, decent, honest, true and acceptedrom a social point o view. This is the reason or which promotinga responsabil beer consumption as part o a balanced lie style is thebase o commercial communication o each o the ve beer producersmembers.

The social campaigns initiated by the Brewers o Romania Association

had three main plans o action: educating the teenagers concerningalcohol consumption (Alcohol does not make you big), raise theawareness over the negative eects o the alcohol consumption whenyou are driving and inorm the adult public concerning the act thatbeer can be part o a balanced liestyle, when its consumed withmoderation (Romanians love beer). The involvement o the nationalauthorities brought an added value and these partnerships ormed thebase or the projects initiated by the Association. State institutions suchas The Ministry o Education, Research, Youth and Sport, The GeneralInspectorate o the Romanian Police, The National Council o Audiovisual

have joined along this major initiatives o social responsibilities andhave sustained its importance at a national level.

Romanians love beer

Romanians love beer is the most recent campaign launched by theAssociation and its objective was to inorm adults regarding the valuesand benets o this drink appreciated over the time. The messages othis campaign highlighted the act that beer is a pleasant experience,that brings people together.

The key communication message was that beer is more than a drinkmade o natural ingredients- hop, barley, yeast and water and itrepresents one o the most liking reasons o spending time together, asymbol o conviviality, a product that you cand drink with all your heart.

12


15/36

Comportament responsabilActing responsible

Petrecerea este mai plcut atunci cnd cinevacare nu a but te conduce acas

Lansat la nceputul anului 2008 sub orma unui parteneriat dintreAsociaia Berarii Romniei, Direcia Poliiei Rutiere din cadrulInspectoratului General al Poliiei Romne i Consiliul Naional alAudiovizualului, programul i-a propus diminuarea numrului deaccidente rutiere cauzate de consumul de alcool.

n ecare an n perioada srbtorilor de iarn, sunt aate panouri nprincipalele orae din ar cu ajutorul crora este transmis mesajul

Petrecerea este mai plcut atunci cnd cineva care nu a but teconduce acas.

Alcoolul nu te face mare

Avnd ca obiectiv promovarea unei schimbri eective de compor tamentn rndul adolescenilor romni, campania naional Alcoolul nu teace mare a ost lansat ca program pilot n Bucureti, n 2006 i a ostderulat pn n anul 2010. Sintetiznd, programul a inclus edine deconsiliere de grup cu psihologul Dr.Cristian Andrei, lme educative, un

ghid pentru prini i ormarea proesorilor.nscris sub umbrela organizaiei Berarii Europei, programul a primitaprecierile Comisiei Europene de la Bruxelles. n cadrul Forumuluidespre Alcool i Sntate, Dr. Cristian Andrei, promotorul campaniei,a prezentat-o ca un exemplu de bun practic, o reconrmarea angajamentului berarilor romni n promovarea unui consumresponsabil de bere.

Campania a ost susinut de eorturile cumulate ale MinisteruluiEducaiei, Cercetrii, Tineretului i Sportului, Inspectoratul General alPoliiei Romne i ale Asociaiei Berarii Romniei.

Astel, peste 2000 de liceeni din apte orae au participat la sedine deconsiliere n grup coordonate de Dr. Cristian Andrei. Materiale i lmeeducative pe tema Ce nseamn s i cool i Preul unei viei sportiveau ost distribuite n cadrul programului care a avut ca ambasadoripeste 1.200 de proesori din mediul preuniversitar.

Parte din aceast campanie, Asociaia a lansat i un ghid destinatprinilor, distribuit n 7000 de exemplare i descrcat de peste 4000 deori de pe site-ul campaniei www.alcoolulnutefacemare.ro.

The party is better when drives you homesomeone that didnt drink

Launched at the beginning o 2008 as a partnership between theBrewers o Romania Association, the Direction o Trac Police andthe National Council o Audiovisual, the program had the objective todiminish the number o road accidents caused by alcohol consumption.

Each year since the launching, in the winter holidays period, we produceoutdoor campaign in the main cities o the country with the message

The party is better when drives you home someone that didnt drink.

Alcohol does not make you big

With the objective o promoting an eective change o behavioramong Romanian teenagers, the national campaign Alcohol does notmake you big was launched as a pilot program in Bucharest, in 2006,and it was carried out until 2010. Synthesizing, the program includedgroup counseling sessions with the psychologist Dr.Cristian Andrei,

educational lms, a guide or parents and teacher trainings.Submitted under the umbrella o Brewers o Europe ,the program hasreceived the positive assesment o the European Union Committee. Inthe Forum o Alcohol and Health, Dr. Cristian Andrei, the promoter o thecampaign, has made its presentation as an example o a good practice,a reconrmation o the Romanian brewers engagement in promoting aresponsible consuming habit.

The campaign has been supported by the combined eorts o theThe Ministry o Education, Research, Youth and Sport, The GeneralInspectorate o the Romanian Police and the Brewers o RomaniaAssociation

Thus, over 2.000 high school pupils rom seven cities have attendedgroup counseling sessions coordinated by Dr. Cristian Andrei. Educationalmaterials and videos on themes like What it means to be cool and Theprice o the sports lie were distributed under the program that had asambassadors more than 1.200 teachers.

The Association launched also a guide dedicated to teenagers parents,distributed in 7.000 copies and downloaded over 4.000 times on thecampaigns website www.alcoolulnutefacemare.ro.

13


16/36

167

214

264272 270263

Contribuii la bugetul de stat /

State budget contribution

Membrii BR / BRs Members

2005 2006 2007 2008 2009 2010

15.2

17.7

19.420.2

17.6

16*

12.6

15.1516.46

10.45

Industria berii n Romnia /

Beer industry in Romania

Cifre exprimate n milioane de euro /

Figures expressed in million euro

Surse: Institutul Naional de Statistic i Asociaia Berarii Romniei /

Sources: National Institute of Statistics and Brewers of Romania Association*2009 este primul an care include i vnzrile Romaqua Group

Milioane de hl / Million hl

Piaa Berii/ Beer Market

Vnzrile membrilor BR/ BR sales

1715.3

2005 2006 2007 2008 2009 2010

Producia de bere a devenit unul dintre cele mai sustenabile sectoare deactivitate economic din Romnia i, n sprijinul acestei realiti, cele mairecente date statistice arat c n proporie de 99% consumul de bere esteacoperit de producia intern.

n anul 2010, contextul economic instabil care a aectat consumatorii iobiceiurile lor a determinat o scdere a pieei berii cu 3,5 % a de anulprecedent, nregistrnd un volum total de 17 milioane de hl. Consumul debere per capita a urmrit acelai trend descendent, ajungnd la valoareade 78 de litri, n timp ce preerinele consumatorilor n ceea ce priveteambalajul de bere s-au meninut constante pentru PET- 49,3%, sticl-31,7%,cutie-16% i draught-3%.

n ceea ce privete sectorul berii importate, acesta a crescut, totaliznd 0.22milioane hl, n timp ce exporturile au sczut uor, la 0.14 milioane de hl, aptcare denot o orientare a consumatorilor spre specialiti de bere.

Vnzrile realizate la nivelul Asociaiei Berarii Romniei ating n hectolitriun volum de 15,3 milioane, mai puin cu 4,4% comparativ cu 2009, iarinvestiiile s-au diminuat pe ondul reducerii investiiilor n economianaional n ansamblul su. Acestea totalizeaz suma de 51 milioane de

euro, mai puin cu aproximativ 50% a de anul precedent.n contextul condiiilor economice neavorabile, contribuia la bugetul destat prin dierite taxe (TVA, accize, taxe de personal i contribuii la asigurrilesociale) ale membrilor Asociaiei a atins pragul de 270 milioane de euro, ncretere cu 7 mil. euro a de 2009.

n acest moment, cele cinci companii membre ale Asociaiei oer un numrde peste 4100 de locuri de munc n cadrul celor zece abrici de bere situaten dierite orae din ar, precum Ploieti, Constana, Craiova, Miercurea Ciuc,Trgu Mure, Sebe, Pantelimon, Timioara, Buzu, Braov.

ncepnd cu 2011, doi dintre cei mai mari productori de mal i hamei s-aualturat Asociaiei. Astel, Soufet Malt Romnia i Asociaia Productorilorde Hamei din Romnia vor sprijini eorturile de promovare a culturii berii nRomnia, de educare a consumatorilor privind consumul responsabil de berei de inormare asupra beneciilor acestei buturi abricate din ingredientenaturale. Cei doi productori de materie prim i desoar activitile n9 abrici i erme i mobilizeaz un numr de 134 de angajai, contribuind labugetul de stat cu peste dou milioane de euro.

Cu toate c n anul 2010 industria berii a ntmpinat o serie de schimbri caurmare a eectului de recul economic, puternic resimite la nivelul investiiilor

i al orei de munc, datorat nchiderii unor abrici importante de bere,ne dorim ca prin eorturile susinute s meninem stabilitatea i totodat,revenirea acestui sector.

Industria berii din perspectiva economic

14


17/36

Sticl / Bottle

31.7

Draught 3

PET49.3

Can 16

Vnzrile pe tipuri de ambalaje / Beer sales by type of packaging

PET Can Sticl / Bottle Draught

% din totalul vnzrilor de bere / % of the total beer sales

Consum de bere pe cap de locuitor n Romnia /

Beer consumption per capita in Romania

2005 2006 2007 2008 2009

70 81 89 93 81

2010

78

2004 2005 2006 2007 2008 2009 2010

0,059*

0,028 0,0320,056

0,076

0,076

0,5

0,06

0,17 0,17

0,22

0,14

0,0260,024

Importuri/ Imports

Exporturi/ Exports

Surse: Institutul Naional de Statistic i Asociaia Berarii Romniei

Sources: National Institute of Statistics and Brewers of Romania Association

* Milioane hectolitri/ million hl

The beer industry rom the economic perspective

15

Beer production has become one o the most sustainable economicsectors in Romania and in supporting this reality, the most recentstatistical data shows that 99% o beer production is covered by internalproduction.

In 2010, the unstable economic environment that aected the consumersand their habits has led to a decrease o 3.5% beer market over theprevious year, registering a total o 17 million hl. Beer consumptionper capita has ollowed the same decreasing trend, reaching a valueo 78 liters, whilst consumer preerences regarding the packaging obeer remained constant or PET - 49.3%, bottle-31,7%, can-16% anddrat - 3%.

Regarding the imported beer segment, it increased up to 0.22 million hl,while exports ell slightly, reaching 0.14 million hl, a act which denotesa consumers orientation toward beer specialties.

Sales achieved by the Brewers Association in Romania reached avolume o 15.3 million hectoliters, less than 4.4% compared to 2009,and investments have decreased, due to reduction in investment in thenational economy as a whole, reaching an amount o 51 million euro,

approximately 50% less than the previous year.The contribution to the states budget through various taxes (VAT, exciseduties, personal and social security contributions) o the members o theAssociation reached 270 million euro, up by 7 million euro in comparisonwith 2009, in the context o an adverse economic environment.

At this point, the ve member companies o the Association oers atotal o over 4100 jobs within ten breweries located in various cities inthe country, such as Ploiesti, Constanta, Craiova, Miercurea Ciuc, TarguMures, Sebes, Pantelimon, Timisoara, Buzau, Brasov.

Since 2011, two o the largest producers o malt and hops have joinedthe Association. Thus, Romania Soufet Malt and The Hops ProducersAssociation o Romania will support the eorts to promote the beerculture in Romania, to educate the consumers about a responsibleconsumption o beer and inormation on the benets o this drinkmade rom natural ingredients. The two manuacturers o raw materialoperates in nine actories and arms and mobilize a total o 134employees. In which concerns the contribution brought to the statebudget consists in over two million euro.

Although in 2010 the beer industry has encountered a series o changes

as a result o the economic rebound eect that strongly aected thelevel o investment and labor, owe to the closure o three beer actoriesin the country, we wish to maintain the stability and the economicreinorcement o this sector through the active behavior o our members.


18/36

16


19/36

Armaia este rezultatul unei cercetri potrivit creia consumul,n sectorul berii, este acoperit n proporie de aproximativ 99% de

producia intern, i poate susinut de cel puin trei argumente cheie.n primul rnd, trebuie remarcat prezena local a marilor juctori depe piaa global a berii, n condiiile n care ponderea manuacturii nPIB a sczut sub 30% i multe companii multinaionale provenite dinalte industrii dein n Romnia doar reprezentane de vnzri. Produciaintern este n sine o raritate i reprezint un eort de implicare a mii deangajai, plata de taxe locale i la bugetul de stat sau implicarea n viaacomunitii.

n al doilea rnd, sectorul berii este unul dintre puinele sectoare n carecantitatea importurilor n hectolitri nu este considerabil, consumulind acoperit de ceea ce se produce n ar. Faptul c pn n anul 2009economia a ost dominat de existena unui consum excesiv, bazat pendatorire, readuce n atenia noastr paradoxul potrivit cruia ieireadin recesiune e se va ace pe baz de consum, e nu se va ace preacurnd. Consumul deservit de producia intern nu creeaz probleme nrezolvarea acestui paradox, ci dimpotriv. Problema o constituie restulsectoarelor n care consumul este acoperit preponderent de importuri,pentru nanarea crora sunt necesare mprumuturi.

n al treilea rnd, sectorul berii are numeroase eecte pozitive indirecteasupra economiei naionale: pltete accize, mai mult dect toatecelelalte industrii de buturi alcoolice la un loc, segmentul de economiesubteran nu e dezvoltat i sprijin dezvoltarea retailului.

n nal, se poate concluziona cu uurin c sectorul berii poate unexemplu pentru celelalte sectoare ale economiei i c susinerea unuiastel de model poate ajuta Romnia s se dezvolte sustenabil, petermen mediu i lung.

Liviu Voinea, Grupul de Economie Aplicat

This statement is the result o a research according to which theconsumption in the beer sector is 99% covered by the domestic

production and it can be supported by at least three key arguments.First o all, the local presence o great players rom the global beer marketis noticeable, given that the manuacturing sector has decreased below30% in GDP and many multinational companies rom other industrieshold in Romania only sales representatives. The domestic production isin itsel something rare and represents an eort to involve thousandso employees, local taxes payment and state budget contributions orinvolvment in the community lie.

Secondly, beer market is one o the ew sectors where the amount oimports in hectoliters is not signicant, the consumption being coveredby the domestic production. The act that until 2009 the economy wasdominated by excessive consumption, based on loans, brings outthe paradox according to which getting out o the recession will beconsumer-based or it will not happen too soon. Consumption servedby local production does not create problems in resolving the paradox,but on the contrary. The problem is the rest o the sectors in whichconsumption is covered mainly by imports, which are necessary to benanced rom loans.

Thirdly, the beer sector has many indirect positive eects on thenational economy: paying excise, more than any other alcoholicbeverage industry in one place, the underground economy segment isnot developed and it supports retail development.

Finally, it can be easily concluded that the beer sector may be anexample to other economy sectors and the support o such a model canhelp Romania to develop in a sustainable manner, on a medium andlong term.

Liviu Voinea, Applied Economics Group

BEREA, cel mai patriotic sector de producie din RomniaBEER, the most patriotic production sector in Romania

17


20/36

18


21/36

Filiala local a grupului StarBev, este una dintre cele mai active companiiproductoare de bere de pe piaa romneasc, ocupnd poziia a 3-an industria berii, conorm datelor de retail audit MEMRB Romnia.n prezent, compania are aproximativ 600 de angajai i o reea dedistribuie naional.

Mrci:

Portooliul companiei cuprinde mrci din toate segmentele pieei. Alturide Bergenbier, Noroc, Stella Artois, Becks i Lwenbru care sunt produse nRomnia, compania import specialitile belgiene Lee i Hoegaarden.

Bergenbier este o bere unic att prin gustul ct i prin atributele saleemoionale, ind brandul care a tiut s i asume vocea masculinitii.Alturi de brbai n toate domeniile lor de interes, Bergenbier a osti prima bere romneasc ce a iniiat un parteneriat cu otbalul, primabere din Romnia care a lansat un sortiment r alcool n segmentulberilor accesibile (2001) i primul brand care a instituit o srbtoarenaional: Ziua Brbatului, 5 mai.

Stella Artois este prima bere super-premium produs n Romnia, prezentpe piaa local din anul 1997. Stella Artois este un punct de reerin pentrucei care tiu s savureze experien unic a unei beri de calitate.

Becks este berea german cea mai bine vndut n lume, prezent npeste 100 de ri. Produs n strict concordan cu Legea Germana Puritii Berii (Reinheitsgebot) i obinnd ntocmai caractersticilespecice ale berii, Becks garanteaz calitatea unui produs 100% natural,care nu accept niciun compromis.

n anul 2008, Romnia devenea a 4-a ar din lume care lansa BecksGreen Lemon, o combinaie unic de bere premium cu un gust rcoritor

de lmie.Romnia i Croaia au ost primele ri din Europa care au primit acceptulde a produce Lwenbru local.

Noroc, numit dup tradiionala urare romneasc Hai Noroc!, esteberea popular care se bea mpreun cu prietenii i cu amilia.

Prezent n peste 60 de ri, Lee este o bere bogat n toate sensurile:gust, culoare, arom, ritual i istorie. Lee transorm extraordinaruln perect, aducnd consumatorii laolalt pentru a savura mpreunmomente speciale.

Consumul de Hoegaarden este, prin natura sa, dierit de restul

experienelor legate de consumul de bere sau de alcool, n general, dinpunct de vedere al gustului revigorant. Hoegaarden este berea belgianautentic, din gru, neltrat.

Responsabilitate social

Compania acord o atenie sporit proteciei mediului nconjurtor,investind de-a lungul timpului n tehologii moderne, prietenoasemediului nconjurtor, cu scopul de a reduce consumul de ap, deenergie i de a limita cantitatea de deeuri produs.

n 2006, Bergenbier a iniiat prima campanie de colectare selectiv itrimitere spre reciclare a deeurilor de plastic, sticl i hrtie, la Blaj.

n 2008, compania a lansat proiectul Respect18, prima campanie deCSR realizat de o companie privat din Romnia care lupt mpotrivavnzrii de alcool ctre minori prin responsabilizarea actului comercial.

n 2009, compania a ost unul dintre partenerii Copacului Magnic,proiect care s-a nscut din dorin de a tri ntr-un ora mai verde.

The local StarBev subsidiary is one o the most active beer producercompanies on the Romanian market, holding the 3rd position in thebeer industry, according to MEMRB Romania retail audit data. Thecompany currently has approximately 600 employees and a nationaldistribution network.

Brands:

The companys portolio includes brands in all market segments. Apart romBergenbier, Noroc, Stella Artois, Becks, and Lowenbrau, brewed in Romania,the company imports the Belgian specialties Lee and Hoegaarden.

Bergenbier is a unique beer both in taste and its emotional attributes,being the brand that knew to assume or itsel the masculinity voice.Being by all men side in all interesting domains or them, Bergenbierwas also the rst Romanian beer that initiated o partnership withootball, the rst beer in Romania that launched a non alcohol beerin the core-lager segment (2001) and the rst brand that instituted anational east: Mans Day, 5th o May.

Stella Artois is the rst super-premium beer produced in Romania,present on the local market since 1997. Stella Artois is a reerence pointor those who know to enjoy the unique experience o a quality beer.

Becks is Germanys number 1 export beer present in more than 100markets worldwide. Produced strictly according to the German obeer purity law (Reinheitsgebot) and reaching exactly the distinctivecharacteristics o beer, Becks guarantees the quality o a 100% naturalproduct, with no compromise.

In 2008, Romania became the 4th country in the world to launch BecksGreenLemon, a unique combination o premium beer with a rereshing lemon taste.

Romania and Croatia were the rst countries in Europe being allowed toproduce Lwenbru locally.

Noroc, named ater a traditional Romanian cheer (hai Noroc!), is thepopular beer to be drunk with riends and amily.

Present in over 60 countries, Lee is rich in all senses: taste, color, aroma,ritual and history. Lee makes the extraordinary, just perect, bringingpeople together to share and savor special moments.

Consuming Hoegaarden is totally dierent by nature, rom the rest othe beer consumption experiences, or alcohol in general, in terms o itsrereshing taste. Hoegaarden is the authentic Belgian wheat, unltered

beer.Social Responsability:

The company pays great attention to environmental protection,investing over the years in environmental riendly technologies inorder to reduce water, energy and to limit the amount o waste.

In 2006, Bergenbier initiated the rst program or the selective collectiono packaging - plastic, glass, paper, in Blaj.

In 2008, the company launched Respect18 project, the rst CSRcampaign which ghts against selling alcoholic beverages to minors, bymaking the commercial act more responsible; it was the rst campaign

realized by a private company in Romania.

In 2009, the company was one o the partners o Copacul Magnic,project that was born rom the desire o living in a greener city.

Bergenbier S.A.

19


22/36

20


23/36

Parte a grupului Heineken, compania Heineken Romnia a ost ondatn anul 1998, purtnd iniial denumirea de Brau Union. ncepnd dinmartie 2007, compania i-a schimbat numele n Heineken Romnia,schimbare care a nsemnat i adoptarea culturii i a valorilor grupuluiHeineken.

Portooliul de mrci oerit de Heineken Romnia acoper toatesegmentele pieei: Heineken, Silva, Ciuc Premium, Golden Brau,Neumarkt, Bucegi, Edelweiss (import), Ziper (import), Gsser,Schlossgold, Gambrinus, Harghita i Haegana.

Fabrici: Heineken deine 4 abrici pe terioriul Romniei, situate nConstana, Craiova, Miercurea Ciuc i Trgu Mure. Compania are 1.100de angajai, oameni dedicai care lucreaz e n abrici, e n sediile debirouri ale companiei.

Valori: Heineken Romnia are trei valori undamentale care guverneazactivitatea grupului la nivel mondial: Respect pentru indivizi, societatei mediu, Bucurie i Pasiune pentru Calitate. Aceste valori reprezintundaia pe care Heineken i desoar activitatea peste tot n lume.

Agenda de sustenabilitate a Heineken Romania: n 2010, HeinekenRomnia a lansat componenta local a programului Brewing a BetterFuture, care ace parte din agenda global de sustenabilitate a HeinekenN.V. Abordarea companiei asupra sustenabilitii este caracterizatprintr-o viziune integrat, care acoper toate ariile de activitate alecompaniei, pentru o perioad de 10 ani i ne ajut s ne atingem

obiectivul de a ne desura activitatea n Romnia pe termen lung,n mod ecient i responsabil i de a avea o contribuie pozitiv asuprasocietaii, mediului i comunitilor n care ne desurm activitatea.Brewing a Better Future nu este doar o viziune, ci un plan de aciunecu obiective clare i publice.

Tot n anul 2010, Heineken Romnia a lansat Raportul desustenabilitate, care ace parte din programul Brewing a BetterFuture. Prin acest raport, compania i inormeaz partenerii asuprarezultatelor din anul 2009 n ariile economic, mediu i siguran i leprezint planurile de viitor. Raportul este disponibil pe website-ulcompaniei, w ww.heinekenromania.ro

Part o the Heineken Group, Heineken Romania was initially oundedin 1998, under the name o Brau Union Romania. Starting with March2007, the company name was changed into Heineken Romania. Thischange meant also adopting Heineken culture and values.

Brands Portolio: Heineken Romania portolio covers all the segmentso the market: Heineken, Silva, Ciuc Premium, Golden Brau, Neumarkt,Bucegi, Edelweiss (import), Ziper (import), Gsser, Schlossgold,Gambrinus, Harghita and Hategana.

Breweries: Heineken Romania has 4 breweries situated in Constanta,Miercurea Ciuc, Craiova and Targu Mures. The company has 1100employees, dedicated people who work either in the breweries or in thecompany oces.

Values: Heineken Romania has 3 core values that lead Heineken business

worldwide: Respect or the individual, society and environment,Enjoyment and Passion or Quality. These values are the basis on whichHeineken builds its business all around the world.

Heineken Romania Sustainability Agenda: In 2010, Heineken Romanialaunched the local component o Brewing a Better Future programme,as part o the new Heineken N.V. global Sustainability agenda. Thecompany approach on Sustainability is characterized by an integratedambition or all areas o its business, or the coming 10 years and helpsus achieve our objective to carry out our activity in Romania on the

long term, in an ecient and responsible manner and to positivelycontribute to the society, environment and communities in which weactivate. Brewing a Better Future is not just a vision, but an action planwith clear and public targets.

In 2010, Heineken Romania also launched the Sustainability Report,as part o the Brewing a Better Future programme. In this report,the company inorms its partners about its perormances in 2009in the economic, environment and saety areas and presents themits uture plans. The report is available on the company website,www.heinekenromania.ro

Heineken Romnia

Brewing a

Better Future

ImproveContinuoslyimproveourbrands andbusinessenvironmental

contribution

EmpowerEmpowerourpeople and thecommunities inwhich weactivate

ImpactPositivelyimpacttherole of beerin socuety

Green

Brewer

Green

Commerce

Engaging

Employees

Heineken

Cares

Responsible

comsumption

Partnership

for progress

Brewing aBetter Future

mbuntireacontribuiei pecare o avemasupra mediului

InvestiiiInvestimnoameni i ncomunitile

n care activm

ConsumulresponsabilPromovareacontinu aconsumuluiresponsabil

GreenBrewer

GreenCommerce

EngagingEmployees

HeinekenCares

Responsiblecomsumption

Partnershipfor progress

21


24/36

22


25/36

Romaqua Group Borsec este o companie cu capital integral autohtonprivat, ondat n anul 1999. Totalul investiiilor realizate pn n prezentse ridic la peste 190 mil. euro, constnd, n principal, n tehnologii iechipamente de vr la nivel mondial, care s asigure obinerea unuiprodus nit cu cel mai nalt standard calitativ.

Preocuparea pentru un standard calitativ nalt a cut ca Romaqua Groups e prima rm romneasc de mbuteliere care a primit certicareaconorm ISO 9001 Sistemul de management al calitii. Alte dou sistemede management implementate sunt HACCP (Hazard Analysis and CriticalControl Points) i IFS (International Food Standard), privind asigurareasecuritii produselor alimentare din punct de vedere igienico-sanitar.

Piaa principal de desacere a produselor din portooliu este ceaintern. Astel, Romaqua Group dispune de o reea de distribuie bineormat, cu acoperire naional. Tehnologiile utilizate pentru produciade ambalaje PET i mbuteliere ormeaz 21 de linii complete, avnd o

capacitate total de mbuteliere de peste 1 miliard de litri pe an.Poziia de lider de necontestat pe piaa romneasc a mbuteliatorilorde ap mineral este susinut de cea mai mare capacitate de produciei mbuteliere a apei minerale naturale n acoane din sticl i PET.Preocuparea permanent pentru meninerea calitii produselor precumi grija pentru consumator i pentru dezvoltare durabil au reprezentati reprezint pilonii undamentali ai succesului Romaqua Group.

Mrci: Romaqua Group Borsec are n portooliu 11 mrci: apeleminerale naturale Borsec, apa mineral natural Stnceni, apa mineralnatural oligomineral Aquatique, buturile rcoritoare Giusto, QuickCola, Lmi i CICO, caeaua natural Metropolitan Ca, buturaenergizant Giusto Elektrik, berile Albacher i Dorer.

n luna mai 2008, Romaqua Group intr pe piaa berii cu produsulAlbacher, bere blond produs exclusiv din ingrediente naturale, cuun ambalaj OxyProo, inovaie tehnologic ce include att dopul cti materialul PET, care garanteaz prospeimea produsului pentruperioade mai ndelungate. n luna noiembrie 2010 se lanseaz pe piaberea Dorer. Dozele de bere Albacher i Dorer sunt prevzute cu olie deprotecie din aluminiu care mpiedic depunerea praului i a bacteriilor.

Investiii pentru dezvoltare durabil: Preocuparea constant a companieipentru dezvoltare durabil s-a concretizat, n cei peste zece ani deactivitate, i n derularea de investiii n tehnologie ultraperormantcu consecine directe, pozitive asupra mediului nconjurtor. Astel, s-ainvestit permanent n tehnologii de ultim or, care permit recuperareaunor cantiti nsemnate de ap i energie, ceea ce conduce la un impactredus asupra mediului nconjurtor.

Tehnologia de la abrica de bere Sebe nglobeaz cele mai noi tehnologiidisponibile la nivel mondial n anul 2008, obinndu-se astel valorirecord la economiile de ap, CO2 i energie. ntreaga cantitate de CO2

degajat n procesul de ermentare a berii este recuperat i reolositla mbuteliere i ltrare. Este vorba de cca. 2.000 de tone CO2 pe an la oproducie de 1.000.000 hl bere. Prin olosirea sistemelor de ltrare Pro,a ltrrii cu microltre, se nlocuiete kieselgur-ul, substan obinutdin roc vulcanic.

Romaqua Group Borsec is a Romanian company with 100% privatecapital, ounded in 1999. The overall investments exceeds 190million euro, mainly consisting o the most updated technologies andequipments in order to assure a nal product o the highest quality.

Its concern or a high quality standard has made possible or Romaqua

to be the rst bottling Romanian company to be granted the ISO9001 Quality Management System. Other two management systemsimplemented are the HACCP (Hazard Analysis and Critical Control Points)and IFS (International Food Standard), as it concerns the guarantee othe ood products security rom a sanitary and hygienic point o view.

Our products are mainly addressed to the Romanian market. Thereore,Romaqua Group has a well trained national distribution network.Romaquas technology or the production o PET packaging and bottlingis made up o 21 complete lines, bringing the total bottling capacity upto over a billion liters per year.

Its undisputed leader position on the Romanian natural mineral watermarket is sustained by the largest bottling capacity o natural mineralwater in PET and glass bottles.

The never-ending concern or maintaining products quality, as well as theinterst or the consumer and or a lasting development represented andcontinues to embody the essential ingredients or Romaquas success.

Brands Portolio:

Romaqua Group has 11 brands in its portolio: Borsec natural mineral waters,Stnceni natural mineral water, Aquatique natural oligomineral water,

Giusto, Quick Cola, Lmia and CICO sot drinks, Metropolitan Ca naturalcoee, Giusto Elektrik energy drink, Albacher and Dorer beers.

In May 2008, Romaqua Group entered the beer market, launchingthe brand Albacher, a blonde beer, exclusively produced rom naturalingredients, having an OxyProo packaging, a technological innovationwhich includes the cap and the PET material and guarantees theproducts reshness or a longer time. In November 2010, Dorer beerwas launched. Albacher and Dorer cans have an aluminium lid whichdo not allow dust and bacteria to lay on the can.

Investments or sustainable development: The companys perpetualinterest or sustainable development materialized, during over tenyears o activity, also by investments in high technologies having direct,positive consequences on the environment. Since the beginning, theactive energy management represented a priority. As ollows, constantinvestments in updated technologies were made which allowedmeaningul quantities o water and energy to be restored, minimizingthe negative impact on the environment.

The beer plant in Sebes is equipped with the highest technology,internationally available in 2008, high values being achieved in terms o

water, CO2 and energy savings. The total amount o CO2 released duringbeer ermentation process is restored and used again in bottling andltration. We reer to an amount o 2.000 tonnes o CO2 per year relatedto a beer production o 1.000.000 hectoliters. Kieselguhr (volcanic rockdust) is replaced by Pro ltration systems, ltration by microlters.

Romaqua Group Borsec

23


26/36

24


27/36

United Romanian Breweries Bereprod este prima companie de bere dinEuropa de Est care a dezvoltat un proiect de tip greeneld. Din respectpentru consumatori, nc de la nceputul activitii noastre n Romnia,ne-am propus s le oerim produse de o calitate ireproabil. Portooliulcompaniei cuprinde exclusiv mrci de bere premium internaionale:Tuborg, Carlsberg, Skol, Holsten i import berile Guinness i Kilkenny.

Compania a intrat pe piaa romneasc n 1994 i a investit pn nprezent peste 215 milioane USD. Fabrica Tuborg este singura unitate deproducie a companiei i, n acelai timp, una dintre cele mai moderneabrici de bere din Romnia, dar i una dintre cele mai perormanteabrici din cadrul grupului multinaional Carlsberg A/S. Odat cudezvoltarea capacitii de producie, de la 500.000 de hectolitri n1997 pn la 2.1 milioane hectolitri n prezent, s-au cut i o seriede modicri ale inrastructurii specice pentru protecia mediului.Unitatea de producie are autorizaie integrat de mediu i estemonitorizat conorm directivelor europene pentru controlul integrat alpolurii.

Valorile care stau la baza activitii companiei implic astzi, la el can primele zile, spiritul de echip, realizarea sarcinilor cu proesionalism

i entuziasm, integritatea, onestitatea i respectul. Deschidereapermanent a companiei a de consumatori, a adus-o ct mai aproapede oameni iar grija de a oeri romnilor produse premium, un mediunconjurtor mai curat i o via mai bun s-au concretizat n programelepe care compania le-a iniiat nc de la intrarea pe piaa autohton.

Una dintre politicile companiei este s restituie comunitii mcar oparte din susinerea i respectul pe care consumatorii le maniest ade mrcile sale. De asemenea, ne preocupm ca produsele URBB srspund tuturor standardelor de calitate i s aduc un plus de valoareconsumatorilor.

URBB este unul din iniiatorii activitilor proactive de protecie amediului prin programul de responsabilitate social Umbrela Verde,lansat n 2007, care i-a propus s schimbe mentalitatea greit Gestulmeu nu conteaz i s militeze pentru o Romnie curat i verde. n2010, n parteneriat cu Ministerul Mediului i Pdurilor a ost lansatcompetiia Capitala Verde a Romniei, unul dintre cele mai mariproiecte de mediu din Romnia care se adreseaz att autoritilorlocale, ct i locuitorilor oraelor.

United Romanian Breweries is the rst beer company in Eastern Europethat developed a Greeneld project. Out o respect or the consumers,even rom the beginning o our activity in Romania we have decidedto oer the highest quality products. Our companys portolio containsexclusively international premium-beer brands: Tuborg, Carlsberg, Skol,Holsten and imported beer brands such as Guinness and Kilkenny.

The company entered the Romanian market in 1994 and has invested soar over 215 million dollars. The brewery is the only site that the companyhas in Romania being one o the most modern breweries in the countryand one o the best ve actories comprised in the multinational groupCarlsberg A/S. The development o the capacity o production rom500,000 hectoliters in 1997 to 2.1 million hectoliters in present involvedmaking a series o specic changes in the environmental protectioninrastructure. The production unit has an integrated environmentalpermit and is monitored according to European directives on integratedpollution control.

The values behind our daily activities are involving today, as in the past,the team spirit, and handling tasks with Proesionalism, Enthusiasm,Integrity, Honesty and Respect. Our permanent openness regarding our

customers has brought us closer to people. Our care to oer premiumproducts to all Romanians, and to help keeping a cleaner environment,living a better lie, has resulted in programs that the company hasinitiated since launching.

One o the companys policies is to give back at least a part o thecommunity support and the respect that consumers develop towards itsbrands. Also, there is a continuous concern so that URBB products meetall quality standards and bring value to consumers.

URBB is one o the main initiators o proactive environmental activitiesthrough the Green Umbrella program launched in 2007. The CSR

objectives are to make a change in which concerns the mentality o theRomanians that My gesture does not matter and to convince them thattogether, we must keep Romania clean by being responsible through thepower o the personal example. In 2010, in partnership with Ministryo Environment and Forests was launched Green Capital o Romaniacompetition, one o the biggest environment protection programs romRomania, addressed to local authorities and cities inhabitants in thesame time.

United Romanian Breweries Bereprod

25


28/36

26


29/36

Ursus Breweries este lider pe piaa berii din Romnia i parte a SABMillerplc, una dintre cele mai mari companii productoare de bere din lume.

Cu sediul n Bucureti, Ursus Breweries deine abrici de bere nTimioara, Buzu, Braov, va deschide n 2011 o mini-unitate deproducie n Cluj-Napoca i are aprox. 1.400 de angajai. Mrcile noastresunt : URSUS, Timioreana, Ciuca, Azuga, Stejar, Redds, Grolsch, PeroniNastro Azzurro, Pilsner Urquell i Miller.

SABMiller plc are participaii n companii productoare de bere sauacorduri de distribuie pe ase continente. Mrcile Grupului includ beripremium internaionale, cum ar Grolsch, Miller Genuine Drat, PeroniNastro Azzurro i Pilsner Urquell i o gam excepional de mrci localelider, cum ar Aguila, Castle, Miller Lite, Snow i Tyskie.

Din 1996, cnd SABMiller a achiziionat n Romania prima abricde bere, Ursus Breweries a parcurs o serie de momente cheie ndezvoltarea sa pn la atingerea poziiei de lider i, n acest moment,

este unul dintre cei mai importani contributori din industria berii laeconomia romneasc. Rezultatele unui studiu din 2009 realizat dectre Ernst&Young pentru SABMiller arat c Ursus Breweries are ocontribuie economic substanial n Romnia de-a lungul ntreguluilan valoric de la materii prime, producie, distribuie, segmentulde retail pn la consumatorul nal. Potrivit aceleeai cercetri, 226milioane de euro din contribuiile la bugetul de stat au ost generate deproducia i vnzarea berilor din portooliul Ursus Breweries.

Investiia SABMiller n Romnia pn n prezent este de peste 375 demilioane de Euro i reect preocuprile companiei de a satisace

cerinele consumatorilor romni prin asigurarea calitaii produselor salei dezvoltarea unor mrci romneti puternice.

10 prioritai. Un singur viitor:Dezvoltarea durabil prioritate pentru Ursus Breweries

Ursus Breweries este o companie activ n viaa comunitilor n careopereaz, promovnd un comportament responsabil pe mai multeplanuri.

Prioritatea noastr nr. 1 de dezvoltare durabil o reprezint descurajareaconsumului iresponsabil de alcool i, n acest sens, am lansat n 2010

programul A-i echilibrul i website-ul www.desprealcool.ro. Prinacest site oerim publicului inormaii echilibrate despre alcool carepermit acestuia s ia decizii n cunotin de cauz atunci cnd consumalcool.

Iat 10 prioritai de dezvoltare durabil ale Ursus Breweries:Descurajarea consumului iresponsabil de alcool;

Reducerea consumului de ap n procesul de abricare a berii;

Reducerea consumului de energie i a emisiilor de d ioxid de carbon;

Reolosirea/reciclarea ambalajelor;

Intensicarea eorturilor pentru a atinge nivelul de zero pierderi n cadrul operaiunilor de producie;

Susinerea antreprenoriatului, transmiterea valorile noastre tuturor partenerilor de aaceri;

Respect pentru drepturile omului;

Furnizarea de benecii comunitilor;

Contribuia n vederea diminurii eectelor HIV/ SIDA;

Transparen n raportarea progreselor nregistrate a de obiectivele asumate din

perspectiva prioritilor noastre de dezvoltare durabil.

Ursus Breweries is a leading company on the Romanian beer market andsubsidiary o SABMiller plc, one o the worlds largest brewers.

With its headquarters in Bucharest, Ursus Breweries operates breweriesin Timisoara, Buzau and Brasov and plans to open, in 2011, a mini-brewery in Cluj and it currently employs over 1,400 people. The brandsin the Ursus Breweries portolio are: URSUS , Timioreana, Ciucas, Azuga,Stejar, Redds, Grolsch, Peroni Nastro Azzurro, Pilsner Urquell and Miller.

SABMiller plc has brewing interests and distribution agreements acrosssix continents. The groups wide portolio o brands includes premiuminternational beers such as Grolsch, Miller Genuine Drat, Peroni NastroAzzurro and Pilsner Urquell, as well as market-leading local brands suchas Aguila, Castle, Miller Lite, Snow and Tyskie.

Since 1996, when the SABMiller group acquired its 1st brewery inRomania, Ursus Breweries has passed several milestones in its growth toachieve beer market leadership in Romania and is now one o the most

important contributors in the beer industry to the Romanian economy.From a study commissioned by SABMiller and carried out by Ernst &Young in 2009, it is indicated that Ursus Breweries has a substantialeconomic impact in Romania, across the whole value chain rom rawmaterials, to production, supply chain, retailers to the end consumer.The report indicated that 226 million Euros o government revenue wasdue to the production and sale o Ursus Breweries beer.

Currently, the SABMiller investment in Romania exceeds an amounto 375 million EURO, and is indicative o the companys desire to meetthe demands o the Romanian consumer and ensure the quality o its

products through supporting the development o strong Romanian beerbrands.

10 priorities. One Future.Sustainable Development a priority or Ursus Breweries

Ursus Breweries is actively present in the lie o the communitieswhere it operates by promoting responsible behaviour acrossseveral dimensions. Our No. 1 sustainable development priority isdiscouraging irresponsible drinking and, to this end, we have launchedin 2010 the programme Find your equilibrium and the websitewww.desprealcool.ro. Through the website we oer people balancedinormation about alcohol that allows them to make inormeddecisions when consuming alcohol.

Ursus Breweries 10 sustainable development priorities are : Discouraging irresponsible drinking;

Making more beer but u sing less water;

Reducing our energy and carbon ootprint

Packaging, reuse and recycling

Working towards zero-waste operations

Encouraging enterprise development in our value chains

Respecting human rights

Beneting communities

Contributing to the reduction o HIV/Aids

Transparency in reporting on our progress

More inormation about Ursus Breweries can be ound at : www.ursus-breweries.ro

Ursus Breweries

27


30/36

28


31/36

Situat n cea mai bun zon din Europa i CIS, n ceea ce privetecultivarea orzului, Malteries Soufet i-a stabilit misiunea de aace o combinaie perect ntre nevoile consumatorilor de bere iaprovizionarea lor constant cu produse realizate din materie prim denalt calitate.

Sinergia cu Soufet Agriculture realizat de Divizia Malting ne oercontrol total asupra procesului de la selectarea varietilor de semine iacompaniament agronomic pentru ermieri, la selectarea orzului de bere cucei mai buni parametri de calitate pentru abrica de producie Malt, oerindu-ne posibilitatea de a satisace cele mai exigente prescripii ale produsului.

Istoria grupului Soufet n Romnia

1997: Soufet Malt Romnia i ncepe activitatea care include iconducerea a trei abrici de bere n Piteti, Buzu i Timioara.

2007: Grupul Soufet ncepe construcia unei noi abrici de bere peterenul unei erme.

2010: Sistemul de management al Soufet Malt Romnia a ost certicatISO 9001 (Calitatea sistemelor de management), ISO 14001(Sistemeecologice de management) i OHSAS 18001 (Sistem de managementocupaional - sntate i siguran).

Expertiza Soufet Agro Romnia

Echipa noastr de agronomi are o vast experien n toate domeniile,

de la selectarea seminelor la testele tehnice din amonte de procesul deproducie i la comercializarea produselor ecologice. Ei oer consultanermierilor n vederea obinerii unui orz de calitate, pentru a aveabenecii n urma investiiilor n procesul de transormare a ovzului nbere.

n timpul cultivrii orzului i dup recolt, agronomii notri asigursigurana alimentar a produselor noastre prin implementarea unuisistem cuprinztor de monitorizare a calitii i a unui sistem de urmrirea materiei prime.

Producia ultra-ecient n abricile de bere Soufet Romnia

Fabrica din Buzu, situat n mijlocul celui mai bun pmnt pentruproducia de cereale din Romnia, este dotat cu echipamente deultim generaie pentru stocarea i curarea ovzului, prelucrarea itransormarea acestuia n mal, monitorizarea produciei i livrarea luictre abricile de bere romneti. Producia anual poate ajunge la 106000 tone de mal Pilsen.

Noua abric de mal este dotat cu cele mai perormante echipamentecare asigur atingerea standardelor de siguran i de calitate cerute de

consumatori.

De asemenea, respectul pentru sntatea i sigurana la locul demunc, dar i pentru protejarea mediului nconjurtor au stat la bazaconstruciei uzinei. Astel, ncercm s mbuntim constant calitateaprocesului de transormare a orzului n mal.

Located on the best barley-growing land in Europe and the CIS, MalteriesSoufet has set itsel the goal o perectly matching the needs o itscustomers brewers, and continuously supplying them with productsmade out o quality raw materials.

The synergy with Soufet Agriculture created by the Malting Divisiongives us total control over the process, rom the selection o seedsvarieties and upstream agronomic accompaniment or armers, toselecting brewing barley with the best quality parameters or its Maltproduction plants, enabling us to meet the most demanding productspecications.

History o Group Soufet in Romania

1997: Soufet Malt Romania has started its activity that includedrunning three malthouses in Pitesti, Buzau and Timisoara.

2007: The Soufet Group starts the construction o a new malting planton a green-eld arm land

2009: Setting up Soufet Agro Romania - The new malting plant inBuzau starts to produce

2010: Soufet Malt Romanias Management System was certiedISO 9001 (Quality Management Systems), ISO 14001 (EnvironmentalManagement Systems) and OHSAS 18001 (Occupational Heath andSaety Management Systems).

Expertise o Soufet Agro RomaniaOur team o agronomists has a wide expertise at all stages, rom theselection o seed varieties and technical tests upstream o productionto developing and marketing environmentally-riendly products. Theyadvice the armers to obtain a good quality o barley with the bestreturn on investments or the barley to malt chain.

During the growing o barley and ater the harvest, our agronomistsensure ood saety o our products by implementing a comprehensivequality monitoring and traceability programme or raw materials.

Ultra-ecient production in the malthouse o Soufet Malt Romania

The plant o Buzau, located at the heart o the best cereal productionland in Romania, is equipped with the latest technology or storingand cleaning the barley, or processing it into malt, or monitoringproduction and delivering the malt to the Romanian brewers. Theannual production reaches 106 000 tons o Pilsen malt.

The new malting plant is built with the state-o-the art equipments toobtain the best quality and sae products required by our customers.

Also, the respect or occupational health and saety on the site, or theprotection o the environment were included in the specications o theconstruction. Thus we continuously strive to improve quality throughoutour barley to malt chain.

Soufet Malt Romnia

29


32/36

30


33/36

Asociaia Cultivatorilor de hamei din Romnia a ost ondat n anul2004, dup privatizarea ntreprinderilor Agricole de Stat, iar n prezentmsoar trei societi private din judeele Mure, Alba i Sibiu. Supraaaactual cultivat este de 240 Ha, cu posibilitatea dezvoltrii pn la650 Ha, existnd 410 Ha sistem de susinere (palier) n proprietateasocietilor cultivatoare de hamei. Asociaia este membru al IHGC dinanul 2009.

Asociaia deine o secie de peletizare a hameiului de tip 90, cu ocapacitate de 500 kg/or. Aceasta este de ultim generaie i a ostpus n unciune n anul 2007, iar cu aceast instalaie am dorit sprelucrm, s mpachetm hameiul astel nct toate caracteristiciledobndite n natur acizii (, , ), aromele specice soiurilor imicroclimatului de unde provin s e pstrate r intervenie prinprocesare. Depozitul rigoric al Asociaiei asigur pstrarea produsuluinit pn la livrare. Toate aceste condiii create prin programele SAPARDne asigur competitivitatea produsului pe acest segment, iar clienii au

ost n trecut majoritatea berarilor din PBIR, printre acestea Bere Mure,Bere Suceava, Bere Azuga, Bere Albrau, dar i companii mari precumBere Sebe, Tuborg, Ursus.

Asociaia Productorilor de Hamei din Romnia susine utilizarea camateriei prim pentru bere a hameiului romnesc, care are aceeaicalitate ca i cel importat. Noile sisteme sunt n concordan cu cerineleUniunii Europene, noile echipamente oerind materie prim sigur i decalitate pentru companiile de bere din Romnia.

The Association o the Hops Producers o Romania was ounded in 2004,ater the privatization o state agricultural enterprises and it currentlyconsists in three private companies in Mure, Alba and Sibiu counties.The current cultivated area is o 240 ha, with the opportunity to developup to 650 ha as there is a support system o 410 ha, property o the hopgrowing companies. The Association is member o IHGC since 2009.

The Association has a hop pelletizing section type 90, with a capacity o500kg/hour. This equipment is the latest generation, and it has been putinto operation in 2007 and with this acility we wanted to process andpack the hop so that it keeps its specic natural avours and acids (, ,) without any intervention. The Association also owns a cold storagethat ensures the storage o the product until its delivered. All thesecircumstances created by SAPARD ensure products competitiveness inthis segment and most o the customers were in the past PBIR brewers,among them Bere Mures, Suceava Beer, Beer Azuga Albrau Beer, and

large companies as Sebes, Tuborg, Ursus.

The Association o hops Producers o Romania encourages the usageo Romanian hop as a raw material or beer, which has the samequality as the imported one. The new systems are in line with theE.U requirements, as the new equipment oers raw material o greatquality or the Romanian breweries.

Asociaia Productorilor de Hamei din Romnia (APH)Association o the Hops Producers o Romania (AHP)

31


34/36

Romaqua Group

United Romanian Breweries

Ursus Breweries

Bergenbier

Heineken Romnia

Mrcile berarilor notri / Our members brands

32


35/36

Contact/ Contacts

33

Asociaia Berarii Romniei

Dl. Constantin Bratu Director GeneralStr. Poterai nr. 10, Etaj 2, Sector 4, BucuretiTelefon: +40 21 317 29 77 Fax:+40 21 317 29 85

E-mail: [email protected]

Bergenbier

Dl. Mihai Ghyka Director GeneralIride Business Park, Bd. Dimitrie Pompeiu nr. 9-9A,Cldirea 20, Etaj 1, Sector 2, BucuretiTel: +40 21 243 11 00Fax: + 40 21 243 10 01

Heineken Romnia

Dl. Jan Derck van Karnebeek Managing Director

Telefon: + 40 21 202 77 00, Fax: + 40 21 316 06 70

www.heinekenromania.ro

Romaqua Group

Dl. Radu Lzroiu Managing DirectorStr. Carpai nr. 46, Borsec, Judeul HarghitaTel: +40 26 633 74 25, Fax: +40 26 633 72 92

www.romaqua-group.ro

United Romanian Breweries Bereprod

Dl. Hezy Ovadia Preedinte

Dl. Gary Whitlie Preedinte

Bd. Biruinei nr. 89, Pantelimon, IlfovTelefon: +40 21 205 50 00, Fax: +40 21 205 50 09

www.tuborg.pressroom.ro

Ursus Breweries

Souet Malt Romania:

Asociaia Productorilor de Hamei din Romnia

Calea Victoriei nr. 145, Victoria Center, Etaj 5, Sector 1, Bucureti

Dl. Francois-Xavier D'HOLLANDER - Executive Director

DN2B - KM 9+900 ,BUZAU

Tel. : +40 238 402 861 - Fax : +40 238 402 888

www.souet.com

Dl. Acaiu Mora - Preedinte

Str. Delavrancea nr 23, Trgu Mures

Tel: +40 265- 265 890; Fax: +40 265-266067

Telefon : + 40 21 314 04 20, Fax : + 40 21 315 98 04E-mail: [email protected]


36/36

www.berariiromaniei.ro

Brosura Asociatiei Berarii Romaniei Editia 2011

Documents

Transcript of Brosura Asociatiei Berarii Romaniei Editia 2011