Alcoholic drinks in Romania experienced slight volume growth in 2024, primarily driven by the recovery of beer after three years of decline. Growth was further supported by international sports events and high temperatures throughout the year, especially during summer. However, the overall market performance was constrained by persistent high inflation and the rising cost of living, with increased food prices and elevated gas/electricity costs straining household budgets. In addition, higher excise duties on alcoholic beverages and increased ingredient costs led to significant retail price hikes, which negatively affected volume sales. With incomes under pressure, most Romanians favoured purchasing alcoholic beverages for home consumption through retail outlets, while spending in bars and restaurants remained a low priority.
Beer was the largest category within alcoholic drinks in 2024, supported by its longstanding tradition of consumption in Romania and the dominance of major international players operating in the local market. Furthermore, unlike spirits and wine - which often have a notable level of home production - beer remains almost entirely an industrially produced beverage, with minimal homemade alternatives.
Given the sheer volume of beer sold in Romania, this product dominates in alcoholic drinks putting beer manufacturers at the forefront of the overall competitive landscape. International beer manufacturers operate their own local production facilities in the country and hold leading positions in alcoholic drinks, well ahead of domestic manufacturers. Top-ranked Ursus Breweries SA owes its position to the strong performance of its Timisoreana, Ursus and Ciucas brands due to extensive advertising campaigns which emphasise their traditional roots and local heritage, and a robust distribution network.
Retail sales of alcoholic drinks was challenged by lower purchasing power in 2024, driving more consumers to seek out lower prices or reduce consumption. Modern grocery retailers remained at the forefront of sales of alcoholic drinks, with discounters, hypermarkets and supermarkets benefitting from offering private label, discounted prices and promotions. Small local grocers, which dominate the retail landscape in small cities and the countryside, remained focused on selling cheap local brands as these outlets are mostly visited by lower-income consumers. However, these stores faced growing competition from homemade spirits and loose wine.
Both on-trade and off-trade sales recorded only slight volume growth in 2024 as household budgets were constrained by the high cost of living and loss of purchasing power. The complete elimination of COVID-19 restrictions in March 2022 had contributed to the revival of on-trade in 2022, which returned to full serving capacity and normal opening hours. However, the deterioration of purchasing power contributed to the decline of volume sales, with the on-trade among the first areas where consumers reduced spending. The price growth of food and drinks forced on-trade operators to increase menu prices, reduce portions, simplify meals and reduce the number of alcoholic drinks offered. The lack of specialist staff in the on-trade also affected the daily activity of players. As a result, on-trade sales have not yet reached their pre-pandemic levels.
Over the forecast period, off-trade growth of alcoholic drinks in Romanis will be supported by promotions and innovations, while the on-trade channel will benefit from the popularity of socialisation. The average price of alcoholic drinks is expected to remain high due to the ongoing annual price increases in excise duty, and steep costs of raw materials, such as cereals, fruits and grapes. Further cost pressures will stem from agricultural works and fertilisers but also drought, which affected Romania in 2023 and is expected to continue impacting the country in the early part of the forecast period.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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