24 January, 2007

Romania: Interbrew spent over EUR 55 mln euros on promotion last year

Interbrew Romania, the third largest player on the local beer market invested over 55 million euros (rate-card) last year to promote all the beer brands in its portfolio, Ziarul Financiar cited Mihai Ghyka, general manager of Interbrew on January 24.

The amount invested is 48% higher compared with 2005, when Interbrew had earmarked 37.1 million euros to promote its brands, according to AlfaCont.

"The domestic advertising market is growing by 25-30% in value, but this growth is mainly because of the rising prices of commercial airtime on television. The higher the price becomes, the more necessary it is for us to consider using other media. The printed media and the outdoor advertising become more interesting," states the general manager of Interbrew.

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