ROMANIA: URBB to compete with Heineken on the cider market | Progresiv

URBB brewer launched this year on the Romanian market the Somersby cider brand from the portfolio of Danish group Carlsberg, the company announced. The move of URBB comes after Heineken opened this category on the Romanian market by launching Strongbow cider and Old Mout Cider premium brand.

Somersby cider, already present in over 40 countries worldwide, has a concentration of 4.5%. "The cider range we brought to Romania includes both the assortment of apples because it is the essence of the category, as well as two unique flavors: pear and blackberry, not present on the Romanian market", said Paul Markovits, Marketing Vice President of URBB.

In Romania, Somersby cider is available since this autumn in national retail and HoReCa channels, in the 0.33 l bottle in three flavors: Apple Cider, Cider Pear and Blackberry.

URBB is one of the largest beverage manufacturers on the local market, with a presence in the beer market, the soft drinks and cider. The company's portfolio includes beer brands Tuborg, Carlsberg, Skol, Holsten, Guinness and Kilkenny, Granini soft drink brand and Somersby cider.