brosura asociatiei berarii romaniei editia 2012

7/30/2019 Brosura Asociatiei Berarii Romaniei Editia 2012

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Raport anual

Ediia 2012

Annual Report

2012 Edition


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BERARII ROMNIEI2


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Cuprins/Content

Asociaia Berarii Romniei sau efortul continuu de a promova cultura beriiBrewers of Romania Association or a permanent drive to promote beer culture

4

Opinii management industria beriiBeer Industry Management Opinion

6

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

11

Mesajul lui Jos Manuel Barroso, Preedinte al Comisiei EuropeneThe message of Jos Manuel Barroso, President of the European Commission

12

Despre bere, prietenie i o via sntoasAbout beer, friendship and a healthy life

14

Asociaia Berarii Romniei, un model de responsabilitate socialBrewers of Romania Association a model of social responsibility

16

Campanii ale Asociaiei Berarii RomnieiBrewers of Romania Association Campaigns

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Industria berii, un sector cheie al economieiThe beer industry, a key economic sector

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Membrii Asociaiei Berarii RomnieiMembers of the Brewers of Romania Association

Bergenbier S.A. 22

HEINEKEN Romnia 24

Romaqua Group 26

United Romanian Breweries Bereprod 28

Ursus Breweries 30

Berarium 32

Soufflet Malt Romnia 34

Asociaia Productorilor de Hamei din Romnia (APHR)Association of the Hops Producers of Romania (AHPR)

36

Mrcile berarilor notriOur members brands

38

ContacteContacts

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Asociaia Berarii Romniei a fost nfiinat n anul2004, avnd misiunea de a promova i dezvolta oindustrie a berii responsabil i puternic n Romnia.

Din dorina de a asigura un mediu de afaceri sntos nsectorul produciei de bere la nivel naional, cinci dintrecele mai mari companii care activeaz pe piaa din Ro-mnia sunt n prezent membre ale asociaiei: Bergenbier,HEINEKEN Romnia, Romaqua Group, Ursus Breweriesi United Romanian Breweries Bereprod. mpreun, celecinci companii productoare furnizeaz peste 90% dincantitatea de bere consumat n Romnia.

Cu o viziune corect i de ansamblu asupra complexitiiprocesului pe care l implic producerea unei beri de ca-litate, anul trecut, Asociaia Berarii Romniei i-a deschislarg porile pentru a-i primi n rndul membrilor si i pecei mai importani productori la nivel naional de hameii mal, materiile prime necesare pentru fabricarea berii:Asociaia Productorilor de Hamei i Soufflet Malt Rom-nia.

Permanent dornic s extind numrul su de membri,ncepnd cu acest an, un nou productor de bere s-a al-turat celor deja existeni: Clinica de Bere. Cu sediul n Timi-

oara, Clinica de Bere este o microfabric ce va completacu succes eforturile asociaiei n direcia dezvoltrii culturiiberii n Romnia.

Ca o consecin a misiunii sale n acord cu cea a rilordin spaiul Uniunii Europene, ncepnd din ianuarie 2008,asociaia a devenit membr a Berarilor Europei, organiza-ie considerat reprezentantul industriei europene a berii nfaa diferitelor instituii i organizaii internaionale. Fondatn 1958, la Bruxelles, organizaia are astzi 27 de membri

i reprezint interesele a aproximativ 4.000 de productoridin industria berii din Europa. Mai mult, Berarii Europei re-prezint i apr interesele a peste 2 milioane de oamenicare datoreaz locurile de munc produciei i vnzriiberii.

Asociaia Berarii Romniei reprezint vocea membrilor sideopotriv la nivel local i internaional, att n relaia cumediul de afaceri i consumatorii, ct i n interaciunea cuinstituiile statului i cele de reglementare.

Prin intermediul tuturor demersurilor sale, asociaia con-tribuie la dezvoltarea culturii berii n Romnia i promova-

rea unui consum responsabil.

Momente de referin

Asociaia Berarii Romnieisau efortul continuu de a promova cultura berii

2004 nfiinarea Asociaiei Berarii Romniei

2005Elaborarea Codului comunicrii comerciale nindustria berii

2008Berarii Romniei devin membri ai Asociaiei Be-rarii Europei

2011

Soufflet Malt Romnia i Asociaia Productori-

lor de Hamei din Romnia devin membri BR

2012Clinica de Bere, prima microberrie care devinemembr a Asociaiei Berarii Romniei


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BERARII ROMNIEI 5

The Brewers of Romania Association was establishedin 2004, with the mission to promote and develop aresponsible and sustainable beer industry in Romania.

Driven by their ambition to ensure a healthy businessenvironment in the national brewing industry, five of thelargest players operating in Romania have become mem-bers of the Association: Bergenbier, HEINEKEN Romania,Romaqua Group, Ursus Breweries and United RomanianBreweries. Together, the five brewing companies accountfor over 90% of the beer consumed in Romania.

Having a fair and comprehensive view of the complex pro-

cesses required to brew quality beer, the Brewers of Ro-mania Association opened up last year and welcomed themost important producers of hops and malt, the raw ma-terials needed for brewing beer: the Association of HopsProducers and Soufflet Malt Romania.

Interested in further extenting the number of members,the Association has recently welcomed Clinica de Bere(the Beer Clinic). Having a small brewery in T imisoara, Cli-nica de Bere will perfectly supplement the efforts of theAssociation to promote beer culture in Romania.

In 2008, as a consequence of its mission, which is alig-ned to that of EU member states, the Association joinedthe Brewers of Europe, the representative organization of

the beer industry in the relation with various internatio-nal institutions and organizations. Established in 1958 inBrussels, the organization currently has 27 members andrepresents the interests of around 4,000 brewers in Euro-pe. Moreover, the Brewers of Europe also represents anddefends the interests of over 2 million people employed inbeer manufacture and marketing.

The Brewers of Romania Association represents the voiceof its members both nationally and internationally, in therelation with the business community and the consumers,as well as in the interaction with state and regulatory insti-tutions.

The actions carried out by the Association help developbeer culture in Romania, while promoting responsible con-sumption.

Milestones

Brewers of Romania Associationor a permanent drive to promote beer culture

2004 Establishment of the Brewers of Romania.

2005Development of the Commercial Code ofCommunication in the beer industry.

2008

The Brewers of Romania joins the Brewers of

Europe.

2011Soufflet Malt Romania and the Association ofHops Producers in Romania become BR mem-bers.

2012Clinica de Bere, the first micro-brewery to beco-me a member of the Brewers of Romania.


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BERARII ROMNIEI6

Hezy OvadiaPreedinte/President

Cred c Berea are o poveste minunat de spus i mbucur c am ansa de a m numra printre cei carecontribuie la rspndirea acesteia, din postura depreedinte al URBB, una dintre companiile fondatoare aleAsociaiei Berarilor Romniei.

nc de la nfiinare, membrii Asociaiei Berarii Romniei,pe care m bucur s o reprezint n calitate de preedinte,au contribuit semnificativ la consolidarea acestui segmentde pia, dezvoltnd o cultur a berii n Romnia, prin ofe-rirea unor mrci de bere de calitate consumatorilor romni.n plus, eforturile noastre s-au canalizat spre explorareaacestui produs fascinant ntr-un mod responsabil.

Ibelieve that beer has a wonderful story to tell and Imhappy that I have the chance to be one of the personscontributing in telling this story, as URBB president, oneof the founding companies of Brewers of Romania Asso-ciation.

Since the beginning, the members of Brewers of RomaniaAssociation, that Im happy to represent in this momentas President, contributed significantly in consolidating thismarket segment, by developing a beer culture in Romaniaand offering quality beer brands to the Romanian consu-mers. More than this, our joined efforts were directed inexploring this product in a responsible manner.

Jens HoeselDirector General/Managing Director

Am lucrat n ultimii 17 ani n industria berii n diver-se piee cu provocri diferite, n special n piee nscdere. n ultimul timp, a devenit clar c subiectele

dedicate unui mod de via sntos i cele sociale au c-tigat mai mult importan chiar n cadrul industriei berii.De aceea, tiu ct de important pentru succesul aces-tei industrii este o asociaie a berarilor dedicat, eficienti competent. Cnd am preluat conducerea BergenbierS.A. am avut ansa s recunosc n membrii Berarii Ro-mniei nite ambasadori de ncredere i implicai, caresusin industria noastr, industrie cu tradiie n Romnia.M simt totodat mndru c Bergenbier S.A. a fost unul

dintre membrii fondatori ai acestei asociaii. Voi continuas susin Berarii Romniei s i ndeplineasc obiectiveleprincipale: asigurarea unui mediu de afaceri sntos i pro-movarea consumului responsabil de alcool.

Ive been working in the Beer Industry for the last 17 years,in different markets, facing different challenges especi-ally beer markets getting down. In additional it became

obvious that general social and public health topics havebeen gaining more relevance also for the beer industry.Therefore I know how important a dedicated, efficient andcompentent Brewers Association is for the lasting successof this business. When I took over Bergenbier S.A. I recog-nized that all the members of the Brewers of Romania arereliable and dedicated embassadors supporting our indus-try which has already a long tradition in Romania.I also feel proud that Bergenbier S.A. was one of the

founding members of this Association. From my side I willcontinue to support the Brewers of Romania to achieve itsmain goals: provide a healthy business environment andpromote responsible drinking.


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BERARII ROMNIEI 7

Andrew QuayleChief Financial Officer

F

iind unul dintre membrii fondatori ai Asociaiei BerariiRomniei, susinem pe termen lung eforturile acesteiade promovare a consumului responsabil i de educare

a consumatorilor asupra beneficiilor consumului moderatde bere.

Industria de bere din Romania este un sector economicimportant, care include companii internationale ce inves-tesc n Romnia, producnd bere i promovnd numeroa-se mrci internaionale i locale. Scopul nostru este s leoferim ntotdeauna consumatorilor notri bere de calita-te excelent i s le satisfacem nevoile i ateptrile prininvestiii crescnde n fabricile i n mrcile noastre.

A

s one of the founding members of the Brewers ofRomania Association we have been continuouslysupporting its efforts in promoting responsible con-

sumption and in educating consumers about the benefitsof moderate beer consumption.

The beer industry in Romania is an important economicsector that includes international companies that invest inRomania; brewing and promoting a large number of inter-national and local brands. We focus on offering excellentquality beers to our consumers and proactively meetingtheir need and expectations through increased invest-ments in our breweries and our brands.

Radu LzroiuDirector General/Managing Director

Traversm, de civa ani ncoace, un context econo-mic dificil pentru sectorul berii din Romnia. Cu toa-te acestea, la sfritul anului 2010 am lansat un noubrand de bere, Dorfer, i nu ne oprim aici. Avem planurimari pentru viitor i vom contribui, mpreun cu ceilalimembri ai Asociaiei Berarii Romniei, la dezvoltarea res-ponsabil a industriei berii din Romnia.

We have been crossing, for a few years, a difficulteconomic context for the beer market in Ro-mania. In spite of this, we launched a new beerbrand, Dorfer, at the end of the year 2010 and we are notgoing to stop here. We have great plans for the future and,along with the other members of the Romanian BrewersAssociation, we will sustain the responsible development ofthe Romanian beer industry.


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BERARII ROMNIEI8

Andrew HighcockPreedinte/President

Ursus Breweries, cu o prezen de peste 15 ani pe piaaromneasc, continu s fie dedicat consumatorilor,clienilor i angajailor si, societii romneti. Suntemmndri de berile noastre i de rolul pozitiv pe care l joacn viaa de zi cu zi a romnilor aduli, butori de bere i con-sumatori responsabili. Avem un portofoliu de mrci divers iechilibrat, compus din beri autentice romneti, precum idin mrci internaionale de renume, care ofer consumatori-lor cea mai bun bere pentru fiecare ocazie de consum. Oa-menii notri ridic arta fabricrii i servirii berii la cel mai naltnivel. Prin berile i oamenii notri dorim s avem un impactpozitiv asupra societii romneti. Ca membru al AsociaieiBerarii Romniei, Ursus Breweries susine i promoveaz oindustrie i o cultur a berii responsabile.

After more than 15 years on the Romanian market,Ursus Breweries continues to be committed to its con-sumers, customers, employees and Romanian society.We are proud of our beers and the positive role they play,when consumed responsibly, in the everyday life of adult Ro-manian beer drinkers. We have a diverse and balanced port-folio, with authentic Romanian beers and well known inter-national brands, offering consumers the best beer for everyconsumption occasion. Our people take great care to makeand serve our beer to the highest standards. Through ourbeers and our people we aspire to have a positive impact onRomanian society. As a member of the Brewers of Romania,Ursus Breweries is committed to supporting and promotinga responsible beer industry and a positive beer culture.

Marius MirceaGeneral Manager/Director General

Berarium SRL din Timioara este o microfabric de berecare produce exclusiv bere nefiltrat i nepasteurizatdin clasa premium. Berarium SRL s-a fcut cunoscut

pe piaa local prin intermediul brandurilor Clinica de Bere,Terapia Gold bere blond nefiltrata i Terapia Platin bere alb nefiltrat.Prin asocierea noastr cu Berarii Romniei dorim s atragematenia industriei de bere i autoritilor statului din Romniaasupra existenei noastre, ca microproductor de bere. Toto-dat, ncercm s ncurajm dezvoltarea acestei ramuri, ncneexploatat, a industriei de bere din Romnia.Pe aceast cale dorim s i mulumim Asociaiei Berarii Ro-mniei c a dat curs cererii noastre de a deveni membri i,

mai ales, apreciem c a neles nevoile specifice micropro-ductorilor de bere i c le-a reprezentat cu succes n faaautoritilor statului n vederea crerii unui climat propicedezvoltrii acestui segment de pia.

Berarium SRL is a microbrewery from Timisoara whichexclusively produces premium unfiltered and unpas-teurized beer. Berarium SRL became known locally

through the following brands: Clinica de bere, TerapiaGold (unfiltered blonde ale) and Terapia Platin (unfilteredwheat beer).Through our association with Brewers of Romania we wish todraw the attention of the beer industry and the state autho-rities towards our existence as microbrewers.At the same time, we try to encourage the development ofthis branch of the Romanian beer industry.We wish to thank the Brewers of Romania Association foraccepting us as a member, and, most of all, we appreciate

the fact that they understood the specific needs of the mi-crobrewers, and has successfully presented these needs tothe state authorities, in order to establish a favourable clima-te for the development of this market segment.


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BERARII ROMNIEI 9

Primirea noastr n Asociaia Berarii Romniei n anul2011 ne-a onorat. Colaborarea n asociaie este plcu-t, de bun-sim i cu rezultate.

Hameiul d caracter berii. nsuirile: amreala, aroma, spu-marea i conservarea sunt principalele trsturi cu care Be-rarii Romniei meteugresc consumatorilor cea mai gus-tat licoare berea.Hameiul, ca principalul ingredient natural al berii, trebuie sse regseasc i n mintea consumatorului.S le artm planta, fructul, lupulina. S simt aroma.S testeze gustul puternic amar. S le oferim o bere n cares vad culoarea, spuma, perlarea i s descopere amreala

i aroma specific. S i nvm s iubeasc berea.Astfel, consumatorii vor avea ncredere n naturaleea berii,vor cuta i vor regsi n bere caracteristicile vzute i testate.

We are much honored to be members of the Brewersof Romania Association. Our collaboration is enjoya-ble and very productive. The hop gives the beers

nature. Its features: bitterness, flavor, frothing and preser-vation are the main ingredients which Brewers of Romaniaprovide consumers the tastiest of the drinks: .The hop is the main natural ingredient of beer. It has to befound not only in beer but in the consumers mind also.Let show them the herb and the fruit. Let them smell thearomas. Test the strong bitter taste. Offer the consumers abeer in which they can see the color, the foam and discoverthe bitterness and its specific flavor. Teach them how to love

beer.In this way, the consumers will trust in the beers naturalnessand they will look for the beers seen and tested features.

Franois-Xavier DHollander,Director Executiv/Executive Director

Soufflet Malt Romnia este cel mai mare productor demal din Romnia. Orzul este utilizat, n primul rnd, camaterie prim pentru fabricarea malului, malul fiind

ingredientul principal n procesul de fabricare a berii. Astfel,Soufflet Malt Romnia se afl chiar n centrul lanului orz-

mal-bere.Ca parte a Asociaiei Berarii Romniei, Grupul Soufflet esteimplicat n promovarea industriei berii n Romnia i susineproducia de varieti performante de orz pentru bere, nbeneficiul reeleisupply chain, permind ca berea s poat fifabricat din ingrediente naturale, produse pe plan naional.Susinem protejarea produciei de bere din Romnia i sun-tem convini c Asociaia Berarii Romniei este un partenerredutabil n dezvoltarea durabil a acestui nobil produs, orzulpentru mal.

Soufflet Malt Romania is the largest malt producer of Ro-mania. Mainly the barley is used to produce malt, andmalt is the main ingredient for beer. This puts Soufflet

Malt Romania in the heart of the chain barley-malt-beer.Involved in the Brewers of Romania Association, Soufflet

group participates to promote the beer industry in Romaniaand to favor the production of good malting barley varietiesin Romania for the wellness of the supply chain so that beercontinues to be produced in a natural way, with national in-gredients.We participate to defend beer production in Romania andwe are sure that the Brewers of Romania Association is a fairpartner in a sustainable development of this noble productwhich is the malting barley.

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

Acaiu MoraPreedinte/President


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BERARII ROMNIEI 11

Berarii Europei i Berarii Romniei mprtesc un setde valori i responsabiliti comune, orientate n di-recia promovrii culturii berii n rndul ceteniloreuropeni i dezvoltrii unei industrii a berii responsabile iputernice la nivelul ntregii Europe.

De-a lungul timpului, partenerii notri romni au reuit stransmit cu succes iubitorilor de bere din Romnia, prinintermediul campaniilor pe care le-au derulat, mesajelecare fac referire la un consum responsabil, la istoria i tra-diia berii, la un stil de via echilibrat, toate acestea reuinds susin ceea ce cu mndrie numim cultura berii.

n ceea ce privete sectorul produciei de bere, m bucurs pot afirma faptul c prin eforturile susinute ale tuturormembrilor am reuit s dezvoltm o industrie a berii cu uncuvnt greu de spus n cadrul economiei Uniunii Europene,care asigur un numr de peste dou milioane de locuri demunc la nivel regional, iar anual vireaz peste 50 de mi-liarde de euro la bugetele naionale. Romnia joac un rolimportant n acest cadru european, iar faptul c AsociaiaBerarii Romniei este membr a Berarilor Europei ne ono-

reaz i ne ofer garania preocuprii constante pentrupromovarea culturii berii.

The Brewers of Europe and Brewers of Romania sharea common set of values and responsibilities towardspromoting beer culture among European citizens andsupporting a responsible and successful brewing sectoracross Europe.

Over time, our Romanian partners have been able to suc-cessfully disseminate, through all their campaigns towardsthe beer consumers of Romania, messages that relate toresponsible consumption, the history and tradition of beer,and the importance of a balanced lifestyle all aspects ofwhat we proudly call beer culture.

I am happy to say that the efforts of all our members havecreated a sector that plays a key role in the EU economy,creating more than 2 million jobs and contributing e50billion each year in taxes to national governments.

Romanias contribution to European brewing is important,and the Brewers of Romanias membership of The Brewersof Europe is both an honour to us and the guarantee of aresponsible partner in the promotion of beer culture.

Berarii Romniei, parte a marii familii europeneBrewers of Romania, part of the European family

Pierre-Olivier BergeronSecretar general Berarii EuropeiSecretary GeneralThe Brewers of Europe


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Europa are nevoie de reglementri inteligentepentru a genera cretere economic

Jos Manuel BarrosoPreedinte al Comisiei EuropenePresident of the EuropeanCommission

Comisia European aprecieaz dialogul deschis pecare l are cu Asociaia Berarii Europei, n acelai timprecunoscnd contribuia membrilor acestei organi-zaii la economia european, att din perspectiva locurilorde munc pe care le pun la dispoziia cetenilor Uniunii,dar i din cea a surselor de venit pentru bugetele naiona-le. Companiile productoare de bere din Europa asigurdou milioane de locuri de munc i contribuie cu o va-loare de 50 de miliarde euro, reprezentnd taxe virate labugetele de stat, ns acum se confrunt cu un contextneprielnic, avnd n vedere c economia risc un nou val

de recesiune.

Natura crizei cu care ne confruntm acum este sever isistemic, iar msurile care genereaz cretere economicreprezint cheia ieirii din acest context.

De aceea, Comisia European susine de ceva vreme ide-ea c n completarea msurilor care au drept obiectiv stabi-lizarea datoriilor suverane i consolidarea sistemului bancar,msurile menite s genereze cretere economic sunt celecare au darul de a insufla cetenilor i pieelor ncredereanecesar n viitorul lor i al economiilor europene.

Europa are nevoie de ajustri fiscale combinate cu m-suri care s stimuleze creterea economic, astfel nct sdepeasc perioada de criz, inclusiv prin folosirea unor

reglementri inteligente care s nu mpiedice dezvolta-rea la nivelul sectoarelor economiei, aa cum este cel alproduciei de bere. Aceste msuri de consolidare fiscalnu pot fi evitate. EU are probleme sistemice i trebuie spromoveze creterea economic la nivelul pieei unice, asi-gurnd reglementri care s nu mpovreze businessul.

A vrea totodat s salut eforturile productorilor de berepentru a se auto-reglementa i promova o comunicare res-ponsabil vizavi de consumul de bere n ntreaga Europ.Iniiative de acest gen i implicarea pro-activ a reprezen-

tanilor industriei sunt exemple excelente despre cum oindustrie poate colabora cu autoritile de reglementarepentru a dezvolta o legislaie inteligent. n acelai timp,salut aciunile i angajamentul industriei n comunicareaefectelor negative ale consumului de alcool Berarii Eu-ropei se numr printre membrii fondatori ai ForumuluiAlcohol and Health din cadrul Comisiei, care aduce alturiproductori i organizaii non-guvernamentale preocu-pate de efectele nocive ale consumului abuziv de alcool.Existena acestui Forum a demonstrat c productorii debuturi alcoolice, aa cum este cazul membrilor BerarilorEuropei, au un rol cheie n promovarea consumului res-

ponsabil i n contientizarea publicului privind consecine-le abuzului de alcool asupra sntii.Keynote Speech Beer Serves Europe 22 noiembrie 2011

Discursul integral poate fi gsit pe www.beerserveseurope.eu


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BERARII ROMNIEI 13

Europe needs smart regulationto boost growth

The Commission greatly values an open dialogue withthe Brewers of Europe, and fully recognizes their im-portant contribution to the European economy, both

as job providers and as important revenue contributors tonational budgets. Europes brewers support some 2 millionjobs and contribute e50 billion in taxes but face toughchallenges as the economy risks another recession.

The nature of the crisis we are now facing is severe andit is systemic and growth-enhancing measures are a keycomponent of that response.

That is why the European Commission has been sayingfor some time that in addition to the very important decisi-ons we have taken together to stabilize the sovereign debtmarkets and strengthen the banks, boosting growth is theonly way to give citizens and markets the much-neededconfidence in their future and in the future of the econo-mies in Europe.

Europe needs fiscal belt-tightening coupled with growth-enhancing measures to pull itself out of crisis, including

smart regulation that doesnt shackle businesses like thebrewing sector. These fiscal consolidation measures, theyare unavoidable. EU has systemic problems and mustpromote growth by making the single market more fle-xible, and to ensure that regulation doesnt overburdenbusiness.

I would like to commend the efforts of the brewing sectorto introduce self-regulation to promote responsible beeradvertising across Europe. Initiatives like this and pro-acti-ve involvement of industry representations are an excellentexample of industry working with regulators to make le-gislation truly smart. I commend your action and commit-ment to addressing alcohol-related harm The Brewersof Europe are founding members of the CommissionsAlcohol and Health Forum; which brings together produ-cers and non-governmental organizations to tackle harmto health caused by alcohol abuse. This Forum has shownthat alcohol producers such as the Brewers have a key roleto play in promoting responsible.Keynote Speech Beer Serves Europe 22nd of November 2011

The full speech can be found on www.beerserveseurope.eu


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BERARII ROMNIEI14

Despre bere, prietenie i o via sntoas

S

e spune c omul a descoperit cum s produc berenainte de a coace pine i c berea este unul dintre

alimentele pe care Noe le-ar fi luat n arca sa, n tim-pul marelui potop. De dou milenii berea constituie un realliant cultural, fiind considerat n prezent butura cu ceamai mare notorietate la nivel mondial, dup ap i ceai.E greu de spus dac exist sau nu o butur cu o reetmai veche dect cea a berii, ns cu siguran istoria aces-teia merge mn-n mn cu istoria lumii. Fiecare paharde bere ascunde o poveste, definete o emoie, o trire, ointeraciune uman, reuind s sparg bariere culturale isociale acolo unde alte strategii de comunicare dau gre.Fabricat n principal din ingrediente naturale (ap, cerea-le, hamei i drojdie), retea berii a trecut cu naturalee dela o epoc la alta, experimentnd diverse gusturi, aromei purtnd amprenta fiecrei generaii de berari. Din tot-deauna, procesul de fabricare a berii se bazeaz pe unprincipiu foarte simplu: fermentarea natural a zaharurilori extracia cerealelor malificate cu ajutorul apei fierbini.Varietatea cerealelor pe care berarii le au la dispoziie, dela orz, porumb, ovz sau secar, mai des ntlnite n Euro-pa, la orez, care domin producia de bere din Asia, i-audeterminat pe acetia s experimenteze combinaii ct

mai diverse, astfel nct rezultatul final s aib acel gustunic, recognoscibil i totodat diferit pentru fiecare mar-

c de bere n parte. n prezent, exist aproximativ 20.000de mrci de bere n lume, produse n peste 180 de stiluri,n funcie de amestecul de cereale folosit, tipul de drojdieutilizat, procesarea ingredientelor principale i temperaturafolosit n procesul de fermentaie.Din cele mai vechi timpuri, oamenii au tiut s aprecieze nudoar experiena social placut pe care o asociaz consu-mului acestei buturi, ci i efectele sale benefice asupra or-ganismului, atestate prin intermediul unei serii importantede studii efectuate de cercettori din ntreaga lume. Astfel,printre beneficiile confirmate atribuite consumului de berese numr: reducerea riscului de apariie a bolilor cardio-vasculare, a pietrelor la rinichi, a osteoporozei, a ulcerului,dar i a diabetului de tip II. Mai mult, pe lng efectul rco-ritor, berea are puterea de a reduce senzaia de sete i dea rehidrata organismul dup depunerea de efort fizic, frs ngrae (coninutul su caloric este redus, de doar 43kcal/100 ml). Ingredietentele sale transform berea ntr-oreal surs de antioxidani, vitamine de tip B, fibre i siliciu,fcnd-o parte a unui stil de via sntos.

Momente de referin

Berea a fost descoperit n urm cu 8.000 de ani de c-

tre palestinieni, iar 2.000 de ani mai trziu sumerienii audezvoltat peste 10 reete de bere sub numele de Sikaru.Prima lege despre bere cu referire la protecia consuma-torului dateaz din Antichitate cnd Hammurabi, al 6-learege al Babilonului a inclus reglementri privind activita-tea tavernelor n marele Cod de Legi. Aceste reglementriaveau n vedere distribuia berii i erau create astfel ncts protejeze consumatorii. Berea era considerat o buturnutritiv, de aceea deintorii de taverne erau obligai sacorde o raie zilnic de doi litri de bere pentru muncitori,trei pentru servitorii obnuii i cinci pentru administratori preoime.

Cunoscutul scriitor grec Sofocle ncuraja cumptarea prinscrierile sale n care sugera c o diet sntoas este com-pus din pine, carne, legume verzi i zythos(bere).Intrat n vigoare n 1516, n Bavaria, legea Puritii BeriiGermane (Reinheitsgebot) a reuit fr ndoial s intre nistorie. A fost conceput n special din raiuni economice pe de o parte, pentru meninerea costului cerealelor folo-site la fabricarea pinii la un nivel accesibil omului de rnd,avnd n vedere c la vremea respectiv att grul ct iorzul erau disputate ntre brutari i berari, ceea ce fcea capreul acestora s urce simitor, iar pe de alt parte, pen-tru a proteja piaa Germaniei de afluxul berilor fabricate n

afara granielor sale. Invocat mai ales n cadrul campanii-lor de marketing ale productorilor de bere, legea PuritiiBerii Germane nu este ns dect consecina unui contextistoric i economic care a facilitat apariia sa.

1.

2.

3.

4.


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BERARII ROMNIEI 15

About beer, friendship and a healthy life

M

an is said to have discovered how to brew beer evenbefore baking bread, and beer is considered one of

the foods that Noah would have taken on his Arkduring the Great Flood. For two millenniums, beer has beena genuine cultural binder, being considered as the worldsthird most popular beverage after water and tea.It is hard to say whether there is any other beverage withan older recipe than beer, but what is certain is that beershistory goes hand in hand with the worlds history. Everyglass of beer tells a story, defines an emotion, a feeling,a human interaction, managing to overcome cultural andsocial barriers where other communication strategies fail.Brewed mainly from natural ingredients (water, cereals,hops and yeast), the recipe of beer was naturally passedon from one era to another, experiencing various tastesand flavors and bearing the mark of each generation ofbrewers. The brewing process has always relied on a verysimple principle: natural fermentation of sugars and ex-traction of malted cereals with the help of hot water. Thevariety of the cereals that can be used to brew beer, frombarley, corn, oats or rye in Europe, and even rice in Asia,has determined the brewers to try various combinations,

so that the final result should have that unique, distinc-tive taste, and yet so specific and different for each beer

brand. There are currently around 20,000 beer brands inthe world, brewed in over 180 styles, depending on thecereal mix, the type of yeast, the processing of the mainingredients and the temperature used in the fermentationprocess.People have known since the dawns of history to appre-ciate not only the agreeable social experience associatedwith drinking beer, but also its beneficial effects for thebody, demonstrated by various studies carried out by re-searchers all over the world. Thus, the confirmed benefitsattributed to beer include: reduction of the risk to developcardiovascular diseases, kidney stones, osteoporosis, ulcerand type II diabetes. Moreover, in addition to its refreshingtaste, beer has the power to quench thirst and rehydra-te the body after physical effort, without making you fat(having low calorie content, of only 43 kcal/100 ml). Itsexclusively natural ingredients turn beer into a rich sourceof antioxidants, vitamins B, fiber and silicium, being part ofa healthy lifestyle.

1. Beer was discovered 8,000 years ago by a Palestinian,and 2,000 years later, Sumerians developed over 10 beerrecipes referred to as Sikaru.

2. The first law on beer referring to consumer protectiondates back from Antiquity, when Hammurabi, the sixth kingof Babylon, included regulations on the activity of tavernsin his famous Code of Laws. These regulations concernedbeer distribution and were worded in such a way so as toprotect consumers. Beer was considered as a nutritiousbeverage, which is why tavern owners had to give a dailyration of two liters of beer to the workers, three to regularservants and five for the administrator and the clergy.

3. The known Greek writer Sophocles encouraged mode-ration, suggesting in his writings that a healthy diet containsbread, meat, green vegetables and zythos (beer).

4. Entered into force in 1516, in Bavaria, German beer pu-rity law (Reinheitsgebot) undoubtedly managed to go downin history. The law was designed especially for economicreasons first, to keep the cost of grains used to makebread at an accessible level for the poor people, since atthat time both wheat and barley were disputed betweenbakers and brewers which made their prices to rise sig-nificantly and, on the other hand, to protect the German

market against beers produced outside its borders. Clai-med especially during the marketing campaigns for beer,German beer purity law is only a consequence of historicaland economic context of its emergence.

Milestones


16/40

BERARII ROMNIEI16

Asociaia Berarii Romniei,

un model de responsabilitate social

Grija fa de comunitatea n care i desfoar acti-vitatea sau, cu alte cuvinte, aciunile de responsa-bilitate social au reprezentat una dintre prioritile

Asociaiei Berarii Romniei nc din primii si ani defuncionare.

O mare parte a eforturilor organizaiei sunt canalizate ndirecia comunicrii responsabile la nivelul sectorului berii,o dovad palpabil a preocuprii n acest sens fiind ela-borarea Codului de Comunicare Comercial Responsabilprivind Berea, principalul instrument de autoreglementareal industriei.

Codul stabilete o serie de reguli n ceea ce privete co-municarea comercial a tuturor membrilor Asociaiei, con-centrndu-se n special n direcia ncurajrii consumuluiresponsabil de bere i orientarea mesajului publicitar doarctre persoanele cu vrsta peste 18 ani.

Mai mult, din dorina de a veghea respectarea ntru totul dectre membrii si a regulilor stabilite prin intermediul Coduluide Comunicare Comercial, dar i de a asigura pe ct posibilo comunicare comercial responsabil i la nivel de industriea advertisingului, prin reprezentanii si, Asociaia Berarii Ro-mniei este membr a Consiliului Director al RAC (Romani-

an Advertising Council). n acest context, ca un exemplu debune practici la nivelul ntregului mediu romnesc de afaceri,Codul de Comunicare Comercial a fost preluat drept anexa Codului de Practic n Publicitate, aparinnd RAC.

n paralel cu aciunile de reglementare a unei comunicriresponsabile, Asociaia Berarii Romniei s-a concentrat ipe atenta informare a unor anumite publicuri int privindefectele nocive ale consumului de buturi alcoolice: ado-lescenii, prin intermediul campaniei Alcoolul nu te facemare!, i conductorii auto, prin intermediul campaniei,Cedeaz volanul cnd bei! n plus, publicul larg este in-vitat s se informeze privind consecinele consumului dealcool accesnd seciunea Savureaz responsabil, de pesite-ul Asociaiei.

n completarea eforturilor Asociaiei n sensul promovriiunui consum responsabil, toate aciunile de comunicaredesfurate de companiile productoare de bere mem-bre ale Asociaiei au n primul rnd la baz promovareaunui consum responsabil. Cu scopul evident de a-i facepe consumatori s fie contieni de momentul n care, ntimpul consumului, beneficiile se opresc i ncep riscuri-le, toi membrii asociaiei deruleaz campanii dedicate deinformare.

Ca o consecin fireasc a unui comportament responsa-bil, Asociaia Berarii Romniei manifest un interes crescuti pentru protecia mediului. Astfel, Asociaia promoveazi susine managementul integrat al deeurilor prin inter-

mediul colectrii selective, ca soluie viabil pentru prote-jarea mediului pe termen lung.


17/40

BERARII ROMNIEI 17

Brewers of Romania Association -

a model of social responsibility

Care for the community where it operates and its so-cial responsibility actions have been top priorities forthe Brewers of Romania since the very beginning.

The organization channels many of its efforts towards res-ponsible communication in the beer industry, which hasbeen proven by the drafting of the Commercial Code ofCommunication on Beer, the main self-regulatory tool ofthe industry.

The Code sets out rules with regard to the commercialcommunication of all the Association members, focusingin particular on encouraging responsible beer consumpti-on and on targeting advertisements only to people abovethe age of 18.

Moreover, the Brewers of Romania Association is a Boardmember of the Romanian Advertising Council (RAC), whi-ch is meant to ensure full compliance of the members withthe rules laid down in the Commercial Code of Commu-nication, as well as to ensure responsible commercialcommunication in the advertising industry. As a best prac-tice example in the Romanian environment, the Commer-cial Code of Communication was enclosed as an annex tothe Advertising Code of Practice developed by RAC.

In parallel with its actions to regulate responsible commu-nication, the Brewers of Romania also focuses on care-ful information of certain target groups with regard to theharmful effects of alcohol consumption: teenagers, throu-gh the campaign Alcohol doesnt make you big!and cardrivers, through the campaign Pass the wheel when youdrink!. In addition, the public may access the Associationswebsite, Enjoy responsibly Section, in order to find outmore about the consequences of alcohol consumption.

In addition to the efforts undertaken by the Association in

promoting responsible consumption, all the communicati-on campaigns conducted by the brewing companies thatare members of the Association are based on promotingresponsible consumption. Thus, all Association memberscarry out dedicated information campaigns, with the obvi-ous goal of making consumers be aware of the borderlinebetween benefits and risks.

As a natural consequence of responsible behavior, theBrewers of Romania Association is also highly concernedwith environmental protection. In this regard, it has parti-cipated actively in the consultations and lobbying actionswhich have taken place in the Parliament on the SelectiveCollection of Waste Packaging.


18/40

BERARII ROMNIEI18

Romnii iubesc berea

Campanii/Campaigns

Cedeaz volanul cnd bei!

Pass the wheel when you drink!

Campania Romnii iubesc berea a fost lansat nanul 2010 i a avut ca scop informarea adulilor cuprivire la valorile i tradiia berii la noi n ar. Me-

sajele acestei campanii au evideniat faptul c berea esteo experien plcut care aduce prietenii laolalt, este unsimbol al convivialitii i un produs pe care l savurezi n-

totdeauna cu plcere. Campania a fost fundamentat pedoi piloni principali: o campanie TV concretizat n difu-zarea a dou spoturi care au reuit s surprind momen-te plcute specifice consumului acestei buturi; cel de-aldoilea pilon a fost susinut prin relaii publice menite sdezvolte i s sublinieze mesajele adresate consumatorilor,prin explicarea caracteristicilor i beneficiilor produsului, dela experiena gustului, la efectele pozitive pe care consu-marea acestei buturi le poate avea asupra organismului.

Romanians love beer campaign was launched in2010 and was aimed at informing adults with regardto the values and tradition of brewing in our coun-

try. The campaign key messages highlighted that beer isa pleasant experience, which brings friends together, it isa symbol of conviviality and a product you always enjoy

drinking. The campaign was built around two main pillars:a TV campaign consisting of two spots which managed tocapture agreeable consumption moments specific to thisbeverage; PR actions meant to elaborate upon and hi-ghlight the messages to the consumers, by explaining thecharacteristics and benefits of beer, from the taste experi-ence to the positive effects that it may have for the body.

nc din anul 2008, Asociaia Berarii Romniei, cu spri-jinul Direciei Poliiei Rutiere din cadrul InspectoratuluiGeneral al Poliiei Romne i a Consiliului Naional al

Audiovizualului, recomand oferilor s nu conduc subinfluena buturilor alcoolice, n scopul reducerii numruluiaccidentelor rutiere.Aflat la cea de-a patra ediie, campania a debutat anultrecut, la nceputul lunii decembrie, i s-a derulat pn lamijlocul lunii ianuarie 2012, fiind prezent n atenia con-ductorilor auto pe ntreaga perioad a srbtorilor deiarn. Dezvoltat sub un concept larg, adoptat la nivel eu-ropean, cea mai recent ediie a campaniei a beneficiat departiciparea pro-bono a bine-cunoscutului pilot de raliu,Titi Aur, care a transmis conductorilor auto romni un me-

saj de urmat: Cedeaz volanul cnd bei!

S

ince 2008, the Brewers of Romania in cooperati-on with the Road Traffic Police Authority within theGeneral Police Inspectorate of Romania and the

National Audiovisual Council, have conducted a campaignrecommending drivers not to drive after drinking alcohol,the purpose being to lower the number of traffic accidents.Now at its fourth edition, the campaign started in De-cember last year and continued until mid-January 2012,all throughout the winter holidays. Developed based ona concept widely accepted at European level, the latestedition benefited from the pro bono participation of thewell-known race pilot Titi Aur, who conveyed the followingmessage to Romanian drivers: Pass the wheel when youdrink!

Romanians love beer


19/40

BERARII ROMNIEI 19

Alcoolul nu te face mare!

Alcohol doesnt make you big!

Campania social Alcoolul nu te face mare a fost adre-sat liceenilor din toat ara cu scopul contientizriiefectelor nocive ale consumului abuziv de alcool i

descurajarea unei astfel de practici n rndul adolescenilor.Campania a fost lansat ca program pilot n Bucureti n2006 i a fost derulat pn n anul 2010, la nivel naional,cu rezultate extrem de bune. Astfel, peste 2.000 de lice-eni din apte orae au beneficiat de sedine de consiliere ngrup, iar 1.200 de profesori din mediul preuniversitar au fostdesemnai ambasadori ai campaniei. n acelai timp, prin-ilor le-a fost pus la dispoziie un ghid destinat lor, distribuit n7.000 de exemplare i descrcat de peste 4.000 de ori depe site-ul campaniei.

nscris sub umbrela organizaiei Berarii Europei, programul aprimit aprecierile Comisiei Europene de la Bruxelles. Cam-pania a fost susinut de eforturile cumulate ale MinisteruluiEducaiei, Cercetrii, Tineretului i Sportului, InspectoratulGeneral al Poliiei Romne i ale Asociaiei Berarii Romniei.n prezent, site-ul campaniei, www.alcoolulnutefacemare.ro,a devenit o surs de informare pentru adolescenii care do-resc s afle ct mai multe n legtur cu consumul de alcool,venind n ntmpinarea ntrebrile pe care acetia le au peaceast tem.

The social campaign Alcohol doesnt make you big wasaddressed to high school pupils from all over the coun-try, with a view to raising their awareness with regard

to the harmful effects of abusive alcohol consumption anddeterring such practices among teenagers. The campaignwas launched as a pilot program in Bucharest in 2006 andlasted until 2010, yielding extremely positive results at thenational level. Thus, over 2,000 high school pupils from se-ven towns benefited from group counseling sessions, and anumber of 1,200 pre-university teachers were designated asambassadors of the campaign. The parents also benefitedfrom a guidebook distributed in 7,000 copies and downloa-ded over 4,000 times from the campaign website.

The program, carried out under the umbrella of the Brewersof Europe, was recognized by the European Commission inBrussels. The campaign was supported by the joint efforts ofthe Ministry of Education, Research, Youth and Sports, theGeneral Romanian Police Inspectorate and the Brewers ofRomania Association.The campaign website www.alcoolulnutefacemare.ro hasbecome an important source of information for the teena-gers who wish to find out more about alcohol consumption,providing answers to their questions.


20/40

BERARII ROMNIEI20

Industria berii, un sector cheie al economiei

n ciuda contextului economic nefavorabil al ultimilor ani,sectorul produciei berii rmne cel mai patriotic dome-niu de producie, 99% din berea consumat n Romnia

fiind produs local. Mai mult, producia de bere reprezintunul dintre cele mai sustenabile sectoare de activitate eco-nomic din ar, fapt demonstrat prin calitatea produselorpe care le pune la dispoziia consumatorilor, numrul lo-curilor de munc pe care le genereaz, nivelul ridicat alinvestiiilor i contribuiile importante la bugetul de stat.

Volumul total al pieei berii a atins 17 milioane hl n anul2011, meninndu-se la nivelul anului precedent. Calculatavnd ca referin datele furnizate de ultimul recensmntal populaiei Romniei, consumul de bere per capita n2011 a atins valoarea de 89 litri.

Preferinele consumatorilor n ceea ce privete ambalajulde bere au avut doar mici fluctuaii fa de valorile nre-gistrate n 2010, acestea nregistrnd pentru PET 51,3%(+2% fa de anul precedent), sticl 30,2% (-1,5% fade anul precedent), cutie 14,8% (-1,2% fa de anul pre-cedent) i draught 3,7% (+0,7% fa de anul prece-dent).

n ceea ce privete sectorul berii importate, acesta a nre-gistrat o uoar cretere, totaliznd 0,27 milioane hl, faptcare denot o orientare a consumatorilor spre specialiti

de bere. n ceea ce privete exporturile, acestea de ase-menea au nregistrat o uoar cretere, atingnd 0,17 mi-lioane hl.

Vnzrile realizate la nivelul Asociaiei Berarii Romniei auatins un volum de 15,6 milioane anul precedent. Conside-rat un real motor de redresare a vnzrilor i de consolida-re a businessului, nivelul investiiilor efectuate de membriiAsociaiei a nregistrat n 2011 o cretere de 10 milioaneEuro fa anul precedent, atingnd astfel 61 milioane Euro.

Contribuia la bugetul de stat prin diferite taxe (TVA, accize,taxe de personal, diverse impozite i contribuii la asigur-

rile sociale) ale membrilor asociaiei a atins pragul de 272milioane de euro, n cretere cu 2 milioane de euro fade 2010.

n acest moment, cele cinci companii membre ale Asociaieiofer un numr de peste 4.100 de locuri de munc n ca-drul celor zece fabrici de bere situate n diferite orae dinar, precum Ploieti, Constana, Craiova, Miercurea Ciuc,Trgu-Mure, Sebe, Pantelimon, Timioara, Buzu, Braov.

Cele dou companii productoare de materii prime,membre ale Asociaiei din 2011, Soufflet Malt Romnia i

Asociaia Productorilor de Hamei din Romnia, susin cusucces eforturile de promovare a culturii berii n Romnia,de educare a consumatorilor privind consumul responsabilde bere i de informare asupra beneficiilor acestei bu-

turi fabricate din ingrediente naturale. Cei doi productoride materie prim i desfoar activitile n nou fabricii ferme i asigur un numr de 118 de locuri de munc,contribuind la bugetul de stat cu peste 8 milioane de euro.

Dup o perioad dificil care s-a fcut resimit printr-ocontracie semnificativ la nivelul consumului, meninereavolumului pieei berii pentru doi ani consecutivi la acelainivel constituie primul semnal pozitiv c eforturile conjuga-te ale productorilor au reuit s contracareze un contexteconomic negativ i au condus la consolidarea pieei, cre-nd premizele pentru o viitoare revenire a sectorului.

167

214

264272

263270 272

2005 2006 2007 2008 2009 2010 2011

Contribuii la bugetul de stat/State budget contribution

Membrii BR/BRs Members

Cifre exprimate n milioane de euro/Figures expressed in million euro

Milioane de hl/Million hl

Industria berii n Romnia/Beer industry in Romania

Piaa Berii/Beer MarketVnzrile membrilor BR/BR sales

2005 2006 2007 2008 2009 2010 2011

15,2

17,7

19,420,2

17,6

15,3 15,617 1716,46 16*

15,15

12,6

10,45

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*2009 is the first year which includes sales of Romaqua Group


21/40

BERARII ROMNIEI 21

D

espite the unfavorable economic context over thepast few years, the brewing industry has remainedthe most patriotic production sector, as 99% of

the amount of beer that is consumed in Romania is lo-cally produced. Moreover, the brewing industry is the mostsustainable economic sectors in Romania, which is provenby the quality of the products delivered to consumers, thenumber of people employed in this industry, the high le-vel of investments and the significant contributions to thestate budget.

The total volumes on the beer market reached 17 millionhl in 2010, at the same level as in the previous year. Thebeer consumption per capita in 2011, calculated based onthe reference data provided by the latest population cen-

sus, amounted to 89 liters.

The consumers preferences as regards beer packagingregistered only small fluctuations compared to 2011, asfollows: PET 51.3% (+2% y-o-y), glass 30.2% (- 1.5%y-o-y), can 14.8% (-1.2% y-o-y) and draught 3.7%(+0.7% y-o-y).

The sector of imported beer increased slightly, up to 0.27million hl, which shows a certain orientation of the con-sumers towards beer specialties. Exports also registered aslight increase, up to 0.17 million hl.

The sales volume recorded by the Brewers of Romaniamembers reached 15.6 million last year. Considered as areal driver for sales recovery and business consolidation,the investments made by the Association members incre-ased by 10 million Euros in 2011compared to the previousyear, up to 61 million Euros.

The Association members contribution to the state budgetby various taxes (VAT, excise duties, payroll taxes, variousduties and social security contributions) amounted to 272million Euros, up 2 mil. Euros versus 2010.

The five members of the Association currently employover 4.100 people in their ten breweries located acrossthe country, in towns such as Ploieti, Constana, Craiova,Miercurea Ciuc, Trgu-Mure, Sebe, Pantelimon, Timioa-ra, Buzu, Braov.

The two companies that produce raw materials and havebeen members of the Association since 2011, Soufflet MaltRomnia and the Romanian Hops Producers Association,successfully support the efforts to promote beer culture inRomania, educate consumers with regard to responsiblebeer consumption and inform about the benefits of this

beverage brewed using natural ingredients. The two rawmaterials producers carry out their operations in 9 factoriesand farm and provide employment to a number of 118 pe-ople, contributing over 8 million Euros to the state budget.

After a difficult period which translated into a significantcontraction of the consumption, the maintenance of a flatbeer volume for two consecutive years is the first positivesignal that the joint brewers efforts managed to offset thenegative economic context and strengthened the market,laying the foundations for the future recovery of the sector.

The beer industry, a key economic sector

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

Consum de bere pe cap de locuitor n Romnia/Beer consumption per capita in Romania

Importuri/ExporturiImports/Exports

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

Milioane de hl/Milion hlConsumul per capita a fost recalculat retroactiv corespunztor ultimelordate obinute n urma recensmntului populaiei.The consumption was calculated retrospectively according to the lastcensus of the Romanian population.

Milioane hl/Milion hlSurse: Institutul Naional de Statistic i Asociaia Berarii Romniei/Source: National Institute of Statistics and Brewers of Romania Association

Importuri/ImportsExporturi/Exports

PET Can Sticl/ Bottle Draught

PET; 51,3

Sticl/ Bottle;30,2

Can; 14,8

Draught; 3,7

2005

71

2006

85

2007

94

2008

100

2009

89

2010

88

2011

89

2004 2005 2006 2007 2008 2009 2010 2011

0,028 0,0260,0320,056

0,076 0,076

0,17 0,17

0,22

0,27

0,14

0,17

0,5

0,06

0,024

0,059


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BERARII ROMNIEI22


23/40

BERARII ROMNIEI 23

Bergenbier S.A.

P

arte a grupului StarBev, compania a fost fondat n1994, iar cea mai important marc din portofoliulsu, Bergenbier, a fost lansat un an mai trziu. As-

tzi, Bergenbier S.A. este una dintre primele trei compa-nii productoare de bere din Romnia, avnd aproximativ600 de angajai, o fabric modern la Ploieti i o reeaperformant de distribuie naional. Portofoliul companieicuprinde mrci care acoper toate segmentele pieei. Pelng berile proprii, produse n fabrica Bergenbier, com-pania import dou specialiti belgiene celebre: Leffe iHoegaarden.

Bergenbier a fost prima bere din segmentul mainstreamdistribuit la nivel naional i prima bere romneasc cea iniiat un parteneriat cu fotbalul. Fiind alturi de brbai

nc de la nceput, Bergenbier a proclamat data de 5 maidrept Ziua Brbatului, o srbtoare deja mbriat dectre romni. Sloganul Bergenbier Prietenii tiu de ce aintrat n limbajul de zi cu zi al romnilor, fiind cel mai cu-noscut slogan din industria berii din Romnia. n 2011, ngama Bergenbier au aprut dou produse noi: BergenbierNefiltrat din Gru o specialitate destinat celor carepreuiesc gustul autentic al berii albe i Bergenbier Fresh o specialitate rcoritoare cu coninut redus de alcool, ocombinaie surprinztoare ntre bere i suc de lmie.Printre mrcile produse de fabrica Bergenbier se numri trei branduri puternice, internaionale. Stella Artois esteo bere super-premium produs n Romnia nc din 1997dup o reet belgian strveche. n 2003, Romnia a fostprima ar din Europa, dup ara de origine, care a obinutlicena de a produce local Becks, cea mai bine vndutbere german din lume, acest lucru demonstrnd price-perea berarilor romni de la fabrica Bergenbier. Staropra-men, berea praghez numrul 1 n lume, a fost lansat nRomnia n 2011, fiind poziionat n segmentul core-pre-mium. Noroc este o bere popular, romneasc, cu gustplin i bogat, ce completeaz fericit orice mas n familiesau cu prietenii.

Pe lng inovaie i preocuparea constant pentru calitate,

compania Bergenbier dezvolt o strategie de responsabili-tate social concentrat pe patru arii de interes. Prima di-recie o reprezint programele de consum responsabil dealcool, Bergenbier S.A. fiind prima companie care a iniiatun program de lupt mpotriva vnzrii de alcool minorilor Respect 18. Totodat, compania acord o importansporit proteciei mediului nconjurtor, implicndu-seactiv n campanii de colectare selectiv a deeurilor i in-vestind constant n tehnologii moderne care reduc consu-mul de energie i diminueaz cantitatea de deeuri produ-s. Staia de biogaz inaugurat n 2011 la Ploieti permiterecuperarea biogazului rezultat n procesul de epurare aapelor uzate i folosirea lui pentru a genera energie termi-c. Cea de-a treia direcie vizeaz programele de impli-care comunitar, iar cea de-a patra arie de interes socialeste aceea de angajator responsabil.

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art of StarBev Group, the company was founded in1994, and its most proeminent brand, Bergenbier,was launched one year later.

Today, Bergenbier S.A. is among the top 3 beer producersin Romania, has 600 employees, a modern productionplant in Ploieti and a national distribution network.The companys portfolio includes brands that cover allmarket segments. Besides its own brands, produced at theBergenbier factory, the company distributes two Belgianspecialty beers: Leffe and Hoegaarden.

Bergenbier was the first mainstream beer to be distribu-ted nationwide and the first Romanian beer that initiated apartnership with football. Close to men from the beginning,Bergenbier proclaimed 5th of May as the Mans Day, a ho-

liday already embraced and celebrated by Romanians.

Bergenbiers slogan: Friends know why has become afamous saying, being the best known slogan in Romanianbeer industry. In 2011, two new products were launchedin the Bergenbier range: Bergenbier Unfiltered a spe-cialty beer dedicated to those who cherish the authentictaste of white beer and Bergenbier Fresh a refreshingcombination of beer and lemon juice.Among the brands produced by the Bergenbier factorythere are three international strong brands. Stella Artoisis a super-premium beer produced in Romania since 1997,following an ancient Belgian recipe. In 2003, Romaniawas the first country in Eastern Europe that was allowed toproduce locally Germanys best selling beer Becks, thusproving the skills of the brewers of Bergenbier. Staropra-men, Pragues number 1 beer, was launched in Romania in2011, positioned in the core-premium segment. Noroc is apopular beer with rich, full taste, that goes great with anydinner with friends or family.

Besides innovation and constant concern for quality, Ber-genbier company develops a social responsibility strategythat focuses on 4 main areas. The first area is representedby the responsible drinking programs, Bergenbier S.A.

being the first Romanian brewer that launched a campaignwhich fights against selling alcohol to minors Respect 18.

Moreover, the company pays great attention to environ-mental protection, through selective waste collectionprograms and investing in modern production technolo-gies which reduce waste and energy. The biogas stationopened in 2011 at Ploieti factory allows the re-use of thebiogas resulted in the treatment process of waste water,thus reducing the gas consumption and also the carbondioxide emissions.

Bergenbier is also aresponsible employer

andcon-stantly involved in the development of the community

where it activates.


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HEINEKEN Romnia

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arte a Grupului HEINEKEN, Compania HEINEKEN afost fondat n Romnia n anul 1998, purtnd ini-ial denumirea de Brau Union. ncepnd din martie

2007, compania i-a schimbat numele n HEINEKEN Ro-mnia, schimbare care a nsemnat i adoptarea culturii i avalorilor Grupului HEINEKEN.

ncepand cu 1 februarie 2012, HEINEKEN a adoptat nRomnia noua Identitate Vizual global, care reflectevoluia companiei pe plan local i global. Identitatea Vizu-al actual const ntr-un design nou, numele companieifiind cu majuscule i completat de o stea roie, ce reprezin-t spiritul i energia celor 70.000 de angajai ai HEINEKENdin toat lumea. Noul logo al companiei se difereniazde logo-ul mrcii Heineken, cel din urm rmannd ne-schimbat. Identitatea legal a companiei rmne aceeai,

S.C. HEINEKEN ROMNIA S.A.

Portofoliul de mrci oferit de Compania HEINEKEN acope-r toate segmentele pieei de bere din Romania: Heineken,Desperados, Silva, Silva Dark, Ciuc Premium, Golden Brau,Golden Brau fr Alcool, Neumarkt, Bucegi, precum i altemrci locale sau importate din toate colurile lumii.

HEINEKEN deine patru fabrici pe terioriul Romniei, situ-ate n Constana, Craiova, Miercurea Ciuc i Trgu-Mure.Compania are 1.100 de angajai, oameni dedicai care lu-creaz fie n fabrici, fie n sediile de birouri ale companiei.

HEINEKEN are patru valori fundamentale care guverneazactivitatea grupului la nivel mondial: Pasiune pentru Cali-tate, Bucuria de a tri, Respect pentru oameni i Respectpentru planet. Aceste valori reprezint fundamentul pecare HEINEKEN i desfoar activitatea peste tot n lume.

Agenda de Sustenabilitate HEINEKEN: n 2010, HEINEK-EN a lansat n Romnia componenta local a programu-lui Brewing a Better Future, care face parte din AgendaGlobal de Sustenabilitate a HEINEKEN N.V. Abordareacompaniei asupra sustenabilitii este caracterizat printr-oviziune integrat care acoper toate ariile de activitate alecompaniei pentru o perioad de 10 ani i ne ajut s neatingem obiectivul de a ne desfura activitatea n Rom-nia pe termen lung, n mod eficient i responsabil, i dea avea o contribuie pozitiv asupra societaii, mediului icomunitilor n care ne desfurm activitatea. Brewing aBetter Future nu este doar o viziune, ci un plan de aciunecu obiective clare i publice.

n 2011, HEINEKEN a publicat n Romnia a doua ediie aRaportului de Sustenabilitate, care face parte din agendade Sustenabilitate, Brewing a Better Future. n acest ra-port, compania i informeaz partenerii despre rezultateleobinute n anul 2010 n ariile economic, mediu i sigurani le prezint planurile de viitor.

Raportul este disponibil pe website-ul companiei, www.heinekenromania.ro

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art of the HEINEKEN Group, HEINEKEN in Roma-nia was initially founded in 1998, under the name ofBrau Union Romania. Starting with March 2007, the

company name was changed into HEINEKEN Romania.This change meant also adopting HEINEKEN culture andvalues.

Starting February 1st 2012 HEINEKEN adopted in Roma-nia the new global Visual Identity, which reflects the evo-lution of the Company both locally and globally. The newVisual Identity includes a re-designed HEINEKEN name,written in capital letters, complemented by a red spark,representing the spirit and energy of the Companys morethan 70.000 employees worldwide. The redesign distin-guishes the corporate name from the Heineken beerbrand, which remains unchanged. The legal identity of the

Company will continue under the name of S.C. HEINEKENROMANIA S.A.

Brands Portfolio: HEINEKEN portfolio covers all the seg-ments of the Romanian beer market: Heineken, Despra-dos, Silva, Silva Dark, Ciuc Premium, Golden Brau, GoldenBrau Non Alcoholic, Neumarkt, Bucegi, and other localbrands or imported from all around the world.

Breweries: HEINEKEN has four breweries in Romania si-tuated in Constana, Miercurea Ciuc, Craiova and Trgu-Mure. The Company has 1100 employees, dedicated pe-ople who work either in the breweries or in the Company

offices.Values: HEINEKEN has four core values that lead the bu-sinesses worldwide: Passion for quality, Enjoyment of life,Respect for people and Respect for our planet. These va-lues are the basis on which HEINEKEN builds its businessaround the world.

HEINEKEN Sustainability Agenda: In 2010, HEINEKENlaunched in Romania the local component of Brewing aBetter Future program, as part of the new HEINEKEN N.V.global Sustainability agenda.The Company approach on Sustainability is characterizedby an integrated ambition for all areas of its business, forthe coming 10 years and helps us achieve our objective tocarry out our activity in Romania on the long term, in an ef-ficient and responsible manner and to positively contributeto the society, environment and communities in which weactivate. Brewing a Better Future is not just a vision, butan action plan with clear and public targets.

In 2011, HEINEKEN published in Romania the second edi-tion of the Sustainability Report, as part of the Brewinga Better Future Sustainability Agenda. In this report, theCompany informs its partners about its performances in2010 in the economic, environment and safety areas and

presents its future plans.The report is available on the company website, www.hei-nekenromania.ro.


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Romaqua Group

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omaqua Group Borsec este o companie cu capitalintegral autohton privat, fondat n anul 1999. Totalulinvestiiilor realizate pn n prezent se ridic la peste

200 milioane de euro, constnd, n principal, n tehnologiii echipamente de vrf la nivel mondial, care s asigure ob-inerea unui produs finit cu cel mai nalt standard calitativ.Preocuparea pentru un standard calitativ nalt a fcut caRomaqua Group s fie prima firm romneasc de mbu-teliere care a primit certificarea conform ISO 9001 Sis-temul de management al calitii. Alte dou sisteme demanagement implementate sunt HACCP (Hazard Analysisand Critical Control Points) i IFS (International Food Stan-dard), privind asigurarea securitii produselor alimentaredin punct de vedere igienico-sanitar.Piaa principal de desfacere a produselor din portofoliu

este cea intern. Astfel, Romaqua Group dispune de o re-ea de distribuie bine format, cu acoperire naional.Preocuparea permanent pentru meninerea calitii pro-duselor, precum i grija pentru consumator i pentru dez-voltare durabil au reprezentat i reprezint pilonii funda-mentali ai succesului Romaqua Group.

MrciRomaqua Group Borsec are n portofoliu 12 mrci: apeleminerale naturale Borsec, apa mineral natural Stnceni,apa mineral natural oligomineral Aquatique, buturilercoritoare Giusto, Quick Cola, Lmi i CICO, cafeauanatural Metropolitan Caff, seminele de floarea soareluiMetropolitan Play, butura energizant Giusto Elektrik, be-rile Albacher i Dorfer.n luna mai 2008, Romaqua Group intr pe piaa berii cuprodusul Albacher, bere blond produs exclusiv din in-grediente naturale, cu un ambalaj OxyProof, inovaie teh-nologic ce include att dopul, ct i materialul PET, caregaranteaz prospeimea produsului pentru perioade maindelungate. n luna noiembrie 2010, se lanseaz pe piaberea Dorfer. Dozele de bere Albacher i Dorfer sunt pre-vzute cu folie de protecie din aluminiu care mpiedicdepunerea prafului i a bacteriilor.

Investiii pentru dezvoltare durabilPreocuparea constant a companiei pentru dezvoltare du-rabil s-a concretizat, n cei peste zece ani de activitate, in derularea de investiii n tehnologie ultraperformant cuconsecine directe, pozitive asupra mediului nconjurtor.nc n anii de nceput, managementul eficient al energi-ei a reprezentat o prioritate. Astfel, s-a investit permanentn tehnologii de ultim or, care permit recuperarea unorcantiti nsemnate de ap i energie, ceea ce conduce laun impact redus asupra mediului nconjurtor.Tehnologia de la fabrica de bere Sebe nglobeaz celemai noi tehnologii disponibile la nivel mondial n anul

2008, obinndu-se astfel valori record la economiile deap, CO2 i energie. ntreaga cantitate de CO2 degajat nprocesul de fermentare a berii este recuperat i refolositla mbuteliere i filtrare.

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omaqua Group Borsec is a Romanian company with100% private capital, founded in 1999. The overallinvestments exceeds 200 million euros, mainly con-

sisting of the most updated technologies and equipmentsin order to assure a final product of the highest quality.Its concern for a high quality standard has made possiblefor Romaqua to be the first bottling Romanian companyto be granted the ISO 9001 Quality Management System.Other two management systems implemented are theHACCP (Hazard Analysis and Critical Control Points) andIFS (International Food Standard), as it concerns the gua-rantee of the food products security from a sanitary andhygienic point of view.

Our products are mainly addressed to the Romanian mar-

ket. Therefore, Romaqua Group has a well trained nationaldistribution network.

The never-ending concern for maintaining products qua-lity, as well as the interst for the consumer and for a lastingdevelopment, represented and continues to embody theessential ingredients for Romaquas success.

BrandsRomaqua Group has 12 brands in its portfolio: Borsec na-tural mineral waters, Stnceni natural mineral water, Aqua-tique natural oligomineral water, Giusto, Quick Cola, Lm-ia and CICO soft drinks, Metropolitan Caff natural coffee,Metropolitan Play sunflower seeds, Giusto Elektrik energydrink, Albacher and Dorfer beers.

In May 2008, Romaqua Group entered the beer market,launching the brand Albacher, a blonde beer, exclusivelyproduced from natural ingredients, having an OxyProofpackaging, a technological innovation which includes thecap and the PET material and guarantees the productsfreshness for a longer time. In November 2010, Dorferbeer was launched. Albacher and Dorfer cans have analuminium lid which do not allow dust and bacteria to layon the can.

Investments for sustainable developmentThe companys perpetual interest for sustainable develop-ment materialized, during over ten years of activity, alsoby investments in high technologies having direct, positiveconsequences on the environment. Since the beginning,the active energy management represented a priority. Asfollows, constant investments in updated technologieswere made which allowed meaningful quantities of waterand energy to be restored, minimizing the negative impacton the environment.The beer plant in Sebes is equipped with the highest tech-

nology, internationally available in 2008, high values beingachieved in terms of water, CO2 and energy savings. Thetotal amount of CO2 released during beer fermentationprocess is restored and used again in bottling and filtration.


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United Romanian Breweries Bereprod

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nited Romanian Breweries Bereprod, cunoscut ica Tuborg Romnia, este prima companie din Eu-ropa de Est care a dezvoltat un proiect Greenfield,

folosind doar resurse locale. Din respect pentru consuma-torii notri, nc de la nceputul activitii n Romnia amhotrt s le oferim doar produse premium de cea mainalt calitate.

Pentru noi totul a nceput cu o sticl de bere. Iar n 2012srbtorim 15 ani de cnd prima sticl de bere produsn fabrica din Romnia a ieit pe poart. n tot acest timp,ne-am pstrat promisiunea de a crea un portofoliu demrci premium, iar cel mai important este c am reuit sconstruim identitatea de neconfundat a celor mai apre-ciate mrci de bere din Romnia: Tuborg, Carlsberg, Skol,

Holsten, alturi de mrcile importate Guinness, Kilkenny,Carlsberg Elephant, Grimbergen i Kronenbourg 1664.

Compania URBB este prezent pe piaa romneasc aberii din anul 1994, investind pn n prezent peste 221milioane de dolari. Fabrica de lng Bucureti este singuracapacitate de producie pe care compania o deine n Ro-mnia, fiind una dintre cele mai moderne fabrici din ar isituat n top 5 cele mai performante fabrici ale grupuluimultinaional Carlsberg A /S.

nc de la nceputul activitii noastre, inovaia a fost o pri-oritate. Am implementat cu succes inovaii care au devenitrepere pe piaa buturilor din Romnia, precum capaculEasy Open pentru Tuborg i lansarea berii Tuborg Christ-mas Brew, prima bere special, dedicat srbtorilor deiarn, oferit consumatorilor romni.

Grija de a oferi produse premium i focusul pentru mediulnconjurtor i pstrarea unui mediu curat au rezultat nnumeroase programe de responsabilitate social lansa-te de ctre compania noastr. Suntem n mod constantconcentrai n ndeplinirea tuturor standardelor de calitatede ctre produsele noastre, precum i n oferirea de valoa-re adugat consumatorilor.

Compania URBB este iniiatoarea unei serii de activitiproactive de protecie a mediului nconjurtor prin inter-mediul programului Umbrela Verde, lansat n anul 2007. nanul 2010, n parteneriat cu Ministerul Mediului i Pduri-lor, a fost lansat competiia Capitala Verde a Romniei,una dintre cele mai mari iniiative din domeniul protecieimediului nconjurtor adresat att autoritilor locale cti locuitorilor oraelor din Romnia.

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nited Romanian Breweries Bereprod, also known asTuborg Romania, is the first Eastern European com-pany that developed a Greenfield project, using only

local resources. Out of respect for the Romanian consu-mers, from the beginning of our activity in Romania wehave decided to offer the highest quality products.

For us, everything began with a bottle of beer. And in 2012we are celebrating 15 years since the first bottle came outof our factory. During all this time, we kept the promise tocreate a portfolio of exclusively premium brands and themost important thing is that together we managed to buildthe unmistakable identity of the most appreciated brandson the Romanian market: Tuborg, Carlsberg, Skol, Holstenand the imported beers Guinness, Kilkenny, Carlsberg

Elephant, Grimbergen and Kronenbourg 1664.

The company entered the Romanian market in 1994 andhas invested so far over 221 million dollars. The brewery isthe only production site that the company has in Romania,being one of the most modern breweries in the countryand in top five best factories included in the multinationalgroup Carlsberg A /S.

Ever since we started our business in Romania, innovationhas been one of our trademarks. We successfully imple-mented innovations that became a landmark in the be-verage market, as Easy Open cap for Tuborg and TuborgChristmas Brew launch, first special winter holiday beer forthe Romanian consumers.

Our care to offer premium products to all Romanians andto help keeping a cleaner environment, living a better life,has resulted in CSR programs that the company has ini-tiated since launch. We are constantly focused on URBBproducts meeting all quality standards and bring value toconsumers.

URBB is one of the main initiators of proactive environ-mental activities through the Green Umbrella program la-

unched in 2007. In 2010, in partnership with Ministry ofEnvironment and Forests, we launched the competitionRomania Green Capital, one of the biggest environmentprotection programs from Romania, addressed to localauthorities and urban inhabitants at the same time.


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Ursus Breweries

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rsus Breweries este unul dintre cei mai mari produ-ctori de bere din Romnia i parte a grupului SAB-Miller plc. Misiunea companiei este de a nelege i a

respecta consumatorii i de a le oferi mrcile de bere cares fie prima lor alegere n orice ocazie de consum. n UrsusBreweries, oamenii i mrcile sunt avantajul cel mai durabil,i faptul c 1 din 3 beri consumate de romni este o mar-c Ursus Breweries spune multe despre calitatea berilornoastre i despre aprecierea de care acestea se bucur dinpartea consumatorilor.

Fabricile Ursus Breweries sunt situate n Braov, Buzu iTimioara. Mini-facilitatea de producie Fabrica de BereURSUS din Cluj a devenit deja un reper al oraului, loculunde arta fabricrii berii se mpletete cu buna dispoziie.

La Cluj, consumatorii pot vedea cum se fabric berea ise pot bucura de prospeimea unei beri de-abia produse.

Ne mndrim cu mrcile Ursus Breweries, care al-ctuiesc un portofoliu echilibrat ntre beri autenticromneti i mrci internaionale de prestigiu.

URSUS este Regele Berii n Romnia, marc cu un pu-ternic ADN romnesc Timioreana este cel mai popular brand romnesc, ns-cut acum 300 de ani n cea mai veche fabric de bere dinRomnia Ciuca este berea favorit a naturii Peroni Nastro Azzuro este un exemplu al tradiiei i m-iestriei italiene, al pasiunii i al priceperii care o caracteri-zeaz Grolsch este berea care de 400 de ani susine artitiiinovatori, promotorii unei noi atitudini Pilsner Urquell este prima bere blond din lume, cu ungust bogat, desvrit de apa pur, orzul superior din Bo-emia i Moravia i nobilul hamei de Saaz REDDS este berea aromat, preferata femeilor i careare misiunea de a fi mereu pe placul consumatoarelor sale Azuga este berea vesel al crei gust ne face s neamintim de momentele de voie bun i rs cu prietenii

Stejar Strong, cu gust intens i culoare ambrat, este obere pentru brbaii care tiu ce vor i vor cu trie.

Dezvoltare durabilConform cu cele 10 principii de dezvoltare durabil pe carele susine, Ursus Breweries s-a implicat i continu s seimplice activ n viaa comunitilor n care i desfoaractivitatea prin programe de promovare a unui compor-tament responsabil legat de consumul de alcool, desusinere a tinerei generaii i a antreprenoriatului, precumi de protejare a mediului nconjurtor.

Vizitai www.ursus-breweries.ro pentru mai multe detaliidespre cele 10 principii de dezvoltare durabil, grupate peplatforma Zece Prioritati. Un singur viitor.

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rsus Breweries is one of the largest brewers inRomania and part of SABMiller plc group. Thecompanys mission is to understand and to respect

the customers and to offer them the beer brands that aretheir first choice at any consumption opportunity. In UrsusBreweries the people and the brands are the most sustai-nable advantage and the fact that 1 of 3 beers consumedby Romanians is an Ursus Breweries brand says a lot aboutthe quality of our beers and about the appreciation theyenjoy from the consumers.

Ursus Breweries has 3 production facilities located inBrasov, Buzau and Timisoara. The mini-production faci-lity Fabrica de Bere URSUS in Cluj has become a land-mark of the city, the place where the art blends with the

good mood. In Cluj consumers can see how beer is beingbrewed and they can enjoy the taste of a fresh made beer.

We are proud of Ursus Breweries beer brands, part ofa balanced portfolio made of authentic Romanian be-ers and international prestigious brands.

URSUS is the King of Beer in Romania, the brand with astrong Romanian DNA Timioreana is the most popular Romanian beer brand,born 300 years ago in the oldest brewery in Romania Ciuca is natures favorite beer Peroni Nastro Azzuro is an example of Italian tradition

and craftsmanship, of the passion and mastery that cha-racterizes it Grolsch is the beer that for 400 years supports innova-tive artists, the promoters of a new attitude Pilsner Urquell is the first blonde beer in the world withexquisite rich taste of pure water, superior Bohemia andMoravia barley and noble Saaz hops REDDS is the flavored beer, womens favorite and whichhas the mission to always please its consumers Azuga is the happy beer whose taste makes us re-member the happy moments of good mood and laughterwith friends

Stejar Strong, with its intense flavor and amber color, is abeer for the strong men who know what they want

Sustainable DevelopmentAccording to the 10 principles of Sustainable Developmentthat it supports, Ursus Breweries has engaged and conti-nues to be actively involved in the life of the communitiesin which it operates, by developing programs that promo-te responsible behavior related to alcohol consumption,supporting the young generation and entrepreneurship aswell as environmental protection.

Visit www.ursus-breweries.ro for more details about the 10principles of Sustainable Development, grouped under theplatform Ten Priorities. One future.


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BerariumPovestea noastr ncepe cu plcerea de a bea bere

Noi, un grup de ase prieteni (ulterior asociai la Cli-

nica de Bere), obinuiam s ne ntlnim i s bemmpreun bere de calitate. Pentru c n Timioara,

la vremea respectiv, nu gseam specialitile de bere pecare ni le doream, le importam direct de la microprodu-ctorii preferai din Germania. n timp, aceast plcere dea consuma mpreun specialiti de bere s-a transformatn dorina de a produce bere de cea mai nalt calitate.Adic bere proaspt, natural, nefiltrat, nepasteurizat ifr conservani. Am adugat la plcerea de a bea bere decalitate i motivaia de a pstra, de a salva i, de ce nu, dea crea astfel noi tradiii i valori locale.

Dorina noastr s-a materializat n anul 2011, cnd amnfiinat prima microfabric din Timioara pe care am nu-mit-o Clinica de Bere.

Am ales denumirea de Clinica de Bere din dou moti-ve: n primul rnd, pentru c are umor i n al doilea rnddeoarece reflect respectul nostru fa de aceast butu-r complex. O butur care conine substane nutritivesemnificative, cu un efect pozitiv dovedit pentru sntate,n cazul unui consum moderat. Dar, n acelai timp, i obutur care este asociat cu riscuri majore pentru sn-tate, n cazul consumului excesiv, din cauza alcoolului dincomponena sa.

Filozofia noastr, la Clinica de Bere, este de a ne trataclienii cu maxim druire i ntr-un mod responsabil. Sun-tem motivai de dorina de a le oferi pacienilor notri unplus de bucurie, savoare i echilibru n via, informndu-idespre efectele benefice ale consumului moderat de bere,ns n acelai timp atenionndu-i asupra efectelor nega-tive, provocate de consumul excesiv de alcool.

Clinica de Bere produce n acest moment dou sortimentede bere: Terapia Platin, care este o bere alb (Weissbier)nefiltrat i nepasteurizat, i Terapia Gold, bere blond,

nefiltrat i nepasteurizat.

Ne dorim ca produsele noastre s le ofere consumatorilori iubitorilor de bere savoarea, prospeimea i calitatea de-mult uitate de ctre unii, respectiv mult visate de ctre alii.

Our story starts with the joy of beer drinking

Us, a group of six friends (later partners in Clinica de

Bere), used to get together and drink quality beer.Since at that time Timisoara did not offer us the beer

types we wanted, we used to import them straight fromour preferred microbrewers in Germany. In time, this joyof drinking quality beer together turned into the desireto make our own, highest quality beer. By that we meanfresh, natural, unpasteurized and preservative-free beer.Our pleasure of drinking quality beer was completed bythe will to safeguard old traditions and local values and,why not, to create new ones.

Our wish came true in 2011, when we created the first mi-

crobrewery in Timisoara, which we called Clinica de Bere(the Beer Clinic). We chose this name for two reasons:firstly because its funny, and secondly because it showsour respect for this complex drink. A drink full of signifi-cant nutrients, with a proven positive effect on our health,when consumed in moderate amounts. At the same timehowever, a drink associated with major health risks whenconsumed excessively, due to its alcohol contents.

At Clinica de Bere we aim to treat our clients with ma-ximum dedication and responsibility. We are driven by ourdesire to offer our patients an extra ounce of joy, savorand balance in their lives, by informing them with regardsto the benefits of a moderate beer consumption, yet atthe same time warning them about the negative effectsrelated to excessive alcohol consumption.

Clinica de Bere currently produces two types of beer,both unfiltered and unpasteurized: Terapia Platin, a wheatbeer and Terapia Gold, a golden ale.

We wish that our products will offer consumers and beerlovers the savor, freshness, and quality which some havelong-forgotten, while others often dreamed about.


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Situat n cea mai bun zon din Europa i CIS n ceeace privete cultivarea orzului, Soufflet i-a stabilit caobiectiv primordial satisfacerea cerinelor clienilor si,productorii de bere, furnizndu-le permanent produse ob-inute din materii prime de calitate.Sinergia dintre Soufflet Malt i Soufflet Agriculture creat lanivelul Diviziei Malrii ne ofer control deplin asupra ntregu-lui proces, de la selecia varietilor de semine i consiliereatehnic a agricultorilor pn la selectarea pentru malificaren fabricile noastre a orzului cu cei mai buni parametri de ca-litate, fapt ce ne permite s satisfacem cele mai exigente ce-rine ale clienilor notri cu privire la specificaiile produsului.

Istoricul activitii Grupului Soufflet n Romnia1997: Grupul Soufflet i ncepe activitatea n Romnia, ac-tivitate ce include operarea a trei fabrici de mal n Piteti,

Buzu i T imioara.2007: Grupul Soufflet ncepe construcia de la zero a uneinoi malrii2009: Se constituie Soufflet Agro Romnia. Noua fabric demal din Buzu ncepe s produc.2010: Se obine certificarea sistemului de managemental Soufflet Malt Romnia conform standardelor ISO 9001(Sisteme de management al calitii), ISO 14001 (Sistemede management al mediului) i OHSAS 18001 (Sisteme demanagement al sntii i siguranei ocupaionale).

Expertiza Soufflet Agro RomniaEchipa noastr de agronomi are o vast experien n toate

etapele de cultivare, de la selecia varietilor de semine,testele tehnice care sunt premergatoare produciei de orz lacomercializarea de produse specifice ecologice. Agronomiiofer consultan tehnic agricultorilor pentru ca acetia spoat obine orz de calitate bun, crend premizele unei in-vestiii profitabile pentru ntregul lan de la orz la bere.n perioada de vegetaie a orzului, dar i dup recoltare,agronomii notri asigur sigurana alimentar a produselornoastre prin implementarea unui program complex de mo-nitorizare a calitii i trasabilitii materiei prime.

Producia ultra-eficient n fabrica de mal a Soufflet Malt

RomniaFabrica din Buzu, amplasat n inima regiunii cu cel maibun sol pentru producia de cereale din Romnia, este echi-pat cu tehnologie de ultim generaie pentru depozitareai curarea orzului, pentru fabricarea malului, de monito-rizare a produciei i de livrare a malului ctre productoriiromni de bere. Capacitatea de producie este de 106.000tone de mal Pilsen pe an.Noua mlrie este dotat cu echipamente de nalt clasce permit obinerea de produse sigure, de cea mai buncalitate, conform cerinelor clienilor notri. De asemenea,proiectarea i construcia noii fabrici au avut n vedere prote-

jarea sntii i securitii n munc a angajailor, precum i

protejarea mediului nconjurtor.Fiind create astfel premizele necesare, ne vom continuastrdania de a mbunti permanent calitatea pe tot par-cursul lanului de la orz la bere.

Located on the best barley-growing land in Europeand the CIS, Malteries Soufflet has set itself the goalof perfectly matching the needs of its customersbrewers, and continuously supplying them with productsmade out of quality raw materials.The synergy with Soufflet Agriculture created by the Mal-ting Division gives us total co

brosura asociatiei berarii romaniei editia 2012

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