Heineken Acquires Bere Mures in Romania

Bere Mures has a beer portfolio which includes Neumarkt, one of the country's leading beers, and the smaller Dracula and Sovata brands.

The transaction will strengthen
Heineken's number one position in the country, increasing both its
market share – to 31% – and its volume to 6 million hectolitres.

The
acquisition price was HUF 150 million euros, the proposed acquisition
is subject to approval by the Romanian competition authority. All
brands are available in one-way PET packaging.

The company also owns two profitable
mineral water brands, Cezara sparkling mineral water and Cheile
Cibului still water.

Heineken currently owns 4 breweries in
Romania: in Constanta, Craiova, Hateg and Miercurea Ciuc. The brand
portfolio consists of Heineken, Ciuc, Golden Brau, Bucegi, Gösser
and a limited number of regional brands. Heineken Romania has a
market share of approximately 26%.

In 2007, the size of the Romanian beer
market was approximately 19 million hectolitres with a per capita
consumption of 89 litres. In 2008 the beer market is expected to
continue to grow.