Romania: United Romanian Breweries Bereprod SRL launches Holsten brand in Romania
United Romanian Breweries Bereprod SRL (URBB) is launching on the Romanian beer market the German beer brand Holsten, as part of international strategy of Carlsberg group to strengthen the its position of leader in the premium segment of beer on the world level.
The group's beer business was started by the Holsten-Brauerei AG, a brewery founded in 1879 in what is now the Altona district of Hamburg. Over the next 125 years, this company grew into one of Germany’s largest brewery groups pursuing a broad, multi-brand strategy in its domestic market and doing a flourishing business elsewhere through exports and licensees. In addition to the Holsten brewery in Hamburg, the group also includes the Mecklenburg brewery in Lübz, the Feldschlösschen breweries in Dresden and Brunswick, the Landskron brewery in Görlitz and the Hannen brewery in Mönchengladbach. Its 2004 volume sales of beer totalled just under 7.15 million hl, of which 5.39 million hl went to the domestic market and 1.75 million hl were either exported or brewed and sold through licensees in Russia, England and the Dominican Republic.
The breweries of the Carlsberg Holsten group sponsor sport, ecological and cultural activities and attractive general-purpose arenas.
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