Serbia: InBev to invest EUR 20m in 2007 to maintain its dominance in Serbia

The world’s largest brewery, InBev, said it is to continue investing in its Serbian subsidiary in spite of increased competition from its rivals in the country’s growing beer sector, Food & Beverage News posted on September 26.

InBev, which boasts breweries throughout Eastern and Central Europe, has pledged to spend EUR30m throughout 2007 to maintain its dominance in Serbia. Since it entered the market three years ago, the company has invested €100m into the infrastructure of the Apatinska brewery, which produces the popular Jelen Pivo brand of beer.

While Inbev declined to reveal their plans for expansion in Serbia beyond 2007, company spokesperson Mariam Amssoms, said that they were “committed to the Serbian market and will therefore continue to invest in its operations and brands going forward.”

The brewery is the largest in the country with sales last year reaching 400,000 litres in exports alone. The continued investment is a clear indication of their desire to consolidate their position as market leader.

Earlier this month Carlsberg, one of Inbev's main rivals, announced it would be investing €20m into its Pivara Celarevo brewery, currently the second largest in Serbia. Carlsberg says it wants to increase its market share of 20 per cent.

With Carlsberg already sharing ownership of the largest brewer in Russia – Eastern Europe's most dynamic market for beer sales – Inbev will be especially keen to lead as many other growing markets in the region as possible.

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