New Bergenbier Boss: I'm Watching Weather Forecasts Every Day Before And After Work

05.25.2011 ZF English

Jens Hoesel, who was appointed chief executive officer of local brewer Bergenbier in early May, says the Romanian beer market is highly aggressive in terms of price and the weather has a major part in this business.

"There are aggressive prices in the West, too, but not always. Here (in Romania i.e.) one must come up with offers permanently. This is a vicious circle as this is good for consumers, but for the industry, which must invest in brands and is coping with rising costs, this is not healthy. In the West, things are not so aggressive," Hoesel stated.

At present, the company, producing brands such as Bergenbier, Stella Artois, Beck's, Lowenbrau and Noroc and imports Leffe and Hoehaarden, operates only the brewery of Ploiesti.

Last summer it announced it was closing the Blaj facility completely after beer production had been halted temporarily.

The company does not plan to reopen the Blaj brewery and if someone interested comes up it will not keep it, as it has sufficient capacity in Ploiesti.

As for the first decisions made since taking over the reins of the company, Bergenbier's boss said he wanted to become involved in the business as quick as possible and go to the brewery in Ploiesti.

Hoesel chose not to provide any information about the company's 2010 turnover. According to the latest Trade Registry data, Bergenbier in 2009 reached turnover worth EUR135 million, down 10.4% in lei and 22.2% in euros year-on-year.

Hoesel declined to provide any forecasts for this year. "I am watching the weather forecasts every day before and after work," he said, showing thus how important this "indicator" is in a brewer's business.