{"id":235171,"date":"2025-03-23T19:44:24","date_gmt":"2025-03-23T19:44:24","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=235171"},"modified":"2025-03-23T19:44:24","modified_gmt":"2025-03-23T19:44:24","slug":"pandemia-a-lasat-o-urma-grea-industria-berii-locale-se-bazeaza-pe-retail-in-contextul-in-care-pandemia-a-lasat-doar-10-din-vanzari-in-horeca","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=235171","title":{"rendered":"Pandemia a l\u0103sat o urm\u0103 grea. Industria berii locale se bazeaz\u0103 pe retail \u00een contextul \u00een care pandemia a l\u0103sat doar 10% din v\u00e2nz\u0103ri \u00een HoReCa"},"content":{"rendered":"<p>\n<em><strong><span style=\"color:#b22222;\">\u2666<\/span> Retailul este tradi\u0163ional o pia\u0163\u0103 pe care se bazeaz\u0103 produc\u0103torii din zona central\u0103 \u015fi de est a Europei, de\u015fi \u00een Vest HoReCa are o pondere mai mare.<\/strong><\/em><\/p>\n<p>\nV\u00e2nz\u0103rile de bere din Rom\u00e2nia, un sector unde produc\u0163ia local\u0103 do\u00admin\u0103, se bazeaz\u0103 pe hipermarketuri, supermarketuri sau magazine de car\u00adtier, acestea av\u00e2nd o pondere de 90% din volumele de bere, arat\u0103 ultimele date ale Asocia\u0163iei Berarii Europei. Restul v\u00e2nz\u0103rilor se \u00eenregistreaz\u0103 \u00een HoReCa, un domeniu care a avut de suferit \u00een pandemie. Odat\u0103 cu acest sector, a suferit \u015fi industria berii, care a ajuns s\u0103 v\u00e2nd\u0103 doar 10% din total \u00een baruri, restaurante \u015fi cluburi. Ca pon\u00addere a HoReCa \u00een v\u00e2nz\u0103rile de bere, Rom\u00e2nia nu este o \u0163ar\u0103 atipic\u0103 \u00een regi\u00adu\u00adne, av\u00e2nd \u00een vedere c\u0103 obiceiurile de consum din zon\u0103 sunt asem\u0103n\u0103toare. Astfel, \u00een \u0163\u0103ri precum Bulgaria sau Polonia, procentul v\u00e2nz\u0103rilor de bere \u00een HoReCa nu trece de 15%, \u00een timp ce \u00een Ungaria acesta a ajuns la 20%.&nbsp;<\/p>\n<p>\n\u00cen Cehia, campioana consumului de bere per capita, cu 128 de litri anual, v\u00e2nz\u0103\u00adrile de bere \u00een baruri \u015fi restaurante ajunge la 30%. \u00cen schimb, \u00een Germa\u00adnia, unde consumul de bere este \u015fi el ridicat, de 88 litri per capita, circa 15% din volume se \u00eenregistreaz\u0103 \u00een canalul on-trade, a\u015fa cum mai este denumit\u0103 HoReCa.&nbsp;<\/p>\n<p>\nDe altfel, la un astfel de pro\u00adcent se afla \u015fi Rom\u00e2nia, \u00eens\u0103 \u00eenainte de pandemie.&nbsp;<\/p>\n<p>\n\u201eSectorul ospitalit\u0103\u0163ii, \u00een mod tradi\u0163ional motorul vital al industriei berii, continu\u0103 s\u0103 se confrunte cu presiuni, \u015fi \u00eenc\u0103 nu \u015fi-a recuperat ponderea. Din 2019, mixul on\/off-trade s-a schimbat \u015fi mai mult spre consumul \u00een \u201eafara comer\u0163ului\u201c (retail n-red). Odinioar\u0103 barurile, restaurantele, cafenele au reprezentat o treime din pia\u0163a berii din UE, acum au aproximativ sfert din v\u00e2nz\u0103ri. Revigorarea sectorul ospitalit\u0103\u0163ii berii este absolut esen\u0163ial, deoarece aici este cea mai mare parte a valorii ad\u0103ugate \u015fi locurile de munc\u0103 sunt generate de bere\u201c, explica \u00een ultimul raport al Berarii Europei, Julia Leferman, secretarul general al Asocia\u0163iei.&nbsp;<\/p>\n<p>\n\u201eExist\u0103 poten\u0163ial \u015fi \u00een zona de HoReCa, aceasta av\u00e2nd o pondere de 10% \u00een prezent\u201c, spunea recent Thibaut Boidin, managing director al Heineken Rom\u00e2nia, al doilea juc\u0103tor din pia\u0163\u0103 ca cifr\u0103 de afaceri.&nbsp;<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5531\/22749540\/2\/7-bere.jpg?height=492&#038;width=640\" style=\"width: 640px; height: 492px;\" \/><\/p>\n<p>\nPia\u0163a local\u0103 de bere din Rom\u00e2nia a avut o cre\u015ftere moderat\u0103 \u00een 2024, conform datelor din pia\u0163\u0103, dup\u0103 doi ani consecutivi de sc\u0103dere.&nbsp;<\/p>\n<p>\n\u00cens\u0103, consumul nu sc\u0103de doar pe fondul provoc\u0103rilor cu care se confrunt\u0103 \u00een general sectorul \u015fi anume cre\u015fteri de pre\u0163uri \u015fi de costuri, ci \u015fi de faptul c\u0103 berea are acum tot mai mul\u0163i concuren\u0163i \u00een sectorul b\u0103uturilor.&nbsp;<\/p>\n<p>\n\u00cen acest sens, juc\u0103torii au lansat tot mai multe branduri, dar \u015fi campanii pentru a-\u015fi cre\u015fte veniturile.&nbsp;<\/p>\n<p>\nDe exemplu, Bergenbier SA, unul dintre cei mai importan\u0163i patru juc\u0103tori de pe pia\u0163\u0103, a lansat recent Madr\u00ed Excepcional, o bere de tip lager.<\/p>\n<p>\n\u201eLansarea Madr\u00ed Excepcional este un pas important pentru Bergenbier S.A. \u015fi vine \u00eentr-un moment de inflexiune pentru segmentul premium, unde vedem o tranzi\u0163ie tot mai eviden\u0163\u0103 a consumatorilor spre beri premium accesibile. Rom\u00e2nia este una dintre pie\u0163ele dinamice ale Europei Centrale \u015fi de Est\u201c, spunea Mihai Voicu, general manager Bergenbier S.A.&nbsp;<\/p>\n<p>\nPe de alt\u0103 parte, Carlsberg (URBB) a devenit berea oficial\u0103 a UEFA pentru Competi\u0163iile Echipelor Na\u0163ionale de Fotbal, iar Peroni Nastro Azzurro 0.0%, brand al grupului care de\u0163ine Ursus Breweries a semnat un parteneriat cu Ferrari.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u00e2nz\u0103rile de bere din Rom\u00e2nia, un sector unde produc\u0163ia local\u0103 do\u00admin\u0103, se bazeaz\u0103 pe hipermarketuri, supermarketuri sau magazine de car\u00adtier, acestea av\u00e2nd o pondere de 90% din volumele de bere, arat\u0103 ultimele date ale Asocia\u0163iei Berarii Europei.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[7213,8385,59993,46622,399],"class_list":["post-235171","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-bere","tag-horeca","tag-industria-berii-locale","tag-pandemia","tag-retail"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/235171","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=235171"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/235171\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=235171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=235171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=235171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}