Heineken launches cider production in Romania | Progresiv

Heineken Romania began cider production in Romania by also launching two brands of Romanian cider, Cidru Mandru and Livada Secreta, both being produced in the factory which the producer owns in Miercurea Ciuc. So far the cider distributed by Heineken on the local market was manufactured in a country in the region and in the last year Heineken had several meetings with local producers of juices and beverages to start local production of cider, according to information from the market.

"Livada Secreta and Cidru Mandru are the two Romanian brands of cider with which we've recently expanded our portfolio and are made from 100% Romanian apples. The products are available in several variants, enabling us to develop the cider category in Romania. In terms of production, investments were needed in the factory in order to produce these sorts", said Heineken representatives to Trends HRB magazine.

The announcement comes less than a year since Heineken opened the cider category on the Romanian market by launching Strongbow, followed by Old Mout Cider brand. For the first six months of the year, Heineken announced a good performance for sales of cider in the local market.

Heineken Romania is one of the largest brewers in Romania. In 2015, the company reported a turnover of 217 million euros, with about 1,100 employees, up by 12% from the previous year - according to data from the Ministry of Finance.