Romania: Heineken Romania MD sees beer industry as resilient in spite of demanding environment

The launch of Amstel® beer in Romania was the most successful beer brand launch in Europe in 2025, according to NielsenIQ data. In light of this achievement, the Business Review sat down with Boris Miloushev, Managing Director at HEINEKEN Romania, to discuss the industry’s evolution this year, the company’s performance in Romania and internationally, as well as its main challenges and expectations.

How would you characterise the beer industry in 2026?

The beer industry this year is, above all, resilient, but operating in a far more demanding environment than just a few years ago. The category has proven its ability to adapt amid sustained inflation, rising and often unpredictable taxation, historically low consumer confidence, and changing consumption patterns, as well as shifts across both retail and the hospitality sector.

At the same time, beer remains a deeply local industry with a strong and tangible economic footprint. In Romania, the vast majority of the beer consumed is produced locally, using a significant share of domestically sourced raw materials, and supported by a value chain that sustains thousands of jobs across agriculture, manufacturing, logistics, retail, and hospitality. This local anchoring makes the industry both resilient and highly relevant to the national economy.

From our perspective at HEINEKEN Romania, this local contribution is very concrete. We create over 1,000 direct jobs, produce almost entirely for the local market, source more than 70% of our raw materials locally, and contribute close to EUR 100 million annually to the state budget. Beyond these figures, our breweries are important anchors for the communities in which we operate and drivers of local development.

Looking ahead, the industry’s ability to continue delivering value will depend on its capacity to invest, innovate, and operate responsibly within a stable and predictable policy framework. When these conditions are in place, the beer sector can remain a strong contributor to Romania’s economy, its communities, and its social life.

What are the main challenges ahead and how do you intend to overcome them?

The most significant challenge for our industry remains the lack of predictability in taxation and regulation. Beer is a long‑term business, built on local production, agriculture, and sustained investment. Decisions around breweries, supply chains, people, and sustainability are made over years, not quarters, and they require a stable framework to be viable.

Volatility in fiscal or regulatory policy directly affects planning and investment decisions and is felt across the entire value chain, from producers and suppliers to distributors, retailers, and hospitality, putting pressure on thousands of direct and indirect jobs.

To overcome this challenge, our focus is on constructive dialogue and partnership with authorities, grounded in data, transparency, and a long‑term perspective. A stable and predictable environment enables beer companies to invest with confidence, continue producing locally, and deliver consistent value over time: for the economy, for consumers, and for the communities where we operate.

As an industry, we remain committed to being a responsible and reliable partner, contributing to public revenues, supporting local employment, and promoting moderation. With the right framework in place, the beer sector can continue to invest, innovate, and play a positive role in Romania’s economic and social development.

What are your main expectations and goals for the Romanian market and why?

Romania has a strong beer culture and clear potential for value creation through brands and innovation. It remains largely a domestic market and continues to be one of the significant beer markets in Europe, with consumers who are open to new propositions when quality, relevance, and execution are right.

Our ambition is to deliver balanced and sustainable growth by strengthening a well‑segmented portfolio that addresses diverse consumption occasions and price tiers. This includes accelerating the development of alcohol‑free and moderation‑led choices, while executing with excellence across both modern retail and hospitality.

A good example of this strategy is the launch of Amstel, our first international brand in the mainstream segment, which has reinforced our portfolio and demonstrated that Romanian consumers respond positively to innovation when it is relevant and well-positioned.

At the same time, we remain committed to creating long‑term value locally through our production footprint—with breweries in Craiova, Miercurea Ciuc, and Ungheni (Târgu Mureș)—defined by local sourcing, a strong mix of international and local brands, and trusted partnerships. We see sustainable growth as a shared value driver, benefitting the company, offering meaningful choice to consumers, and contributing positively to the communities where we operate.

You have extended experience for HEINEKEN in countries such as Croatia, Russia, Portugal, and Bulgaria. What are the key differences between consumers in those markets and Romanians?

Each market is shaped by its own consumer dynamics. Romanian consumers stand out through a deep connection to local brands and traditions, while remaining open to new experiences. When innovation is authentic and value is evident, they respond positively. This is reflected both in the success of recent launches, such as Amstel® and Birra Moretti® Sale di Mare, as well as in the ongoing strength of our local portfolio.

What are the main pillars for growth in Romania?

Growth in Romania is built on a few clear and interconnected pillars. At the core is portfolio strength, having the right brands, well positioned across segments, price tiers, and consumption occasions, to remain relevant to a diverse and evolving consumer base.

Equally important is relevant innovation, focused on real consumer needs and preferences, rather than innovation for its own sake. This includes the continued development of alcohol‑free and moderation‑led choices, which reflect changing lifestyles and expectations around balance and responsibility.

Strong and consistent execution across both retail and hospitality—in modern and traditional trade alike—is another critical enabler of growth, ensuring our brands are available, visible, and activated in the right way at the right moment.

Finally, efficient and increasingly sustainable local production underpins all of this, supporting quality, competitiveness, and long‑term value creation for the business, consumers, and our communities.

If you were to use only one phrase to describe each of the brands in your portfolio, what would those be?

Heineken: Global icon with local relevance

Amstel: Accessible international quality

Birra Moretti: Italian character in every glass

Ciuc Radler: Refreshing, local, contemporary

Neumarkt: Honest beer, made for real moments.

You are highly focused on sustainability and innovation. Can you tell us more about that?

Sustainability and innovation go hand in hand in terms of shaping the future of HEINEKEN Romania. Our approach is fully aligned with the Group’s Brew a Better World 2030 agenda, built around three pillars: Responsible, Social, and Environment, with clear commitments, including net zero emissions across the value chain by 2040.

At the local level, this strategy is anchored in significant, long‑term investments that are fundamentally changing the way we operate. A key example is our recent investment in high‑efficiency heat pump technology at the Craiova and Ungheni breweries, representing one of the most important energy transformation projects in our operations. These installations mark a significant change in the way thermal energy is generated and used in beer production.

By enabling the direct production of hot water for the pasteurisation process, one of the most energy‑intensive stages of brewing, the project delivers a substantial improvement in energy efficiency while significantly reducing emissions. This investment was made possible with support from the National Recovery and Resilience Plan (PNRR), and we are proud to be the only brewer in Romania to have secured funding under the Energy Efficiency component. It underlines both the scale of the project and its strategic relevance for Romania’s energy transition. These are not incremental changes, but structural investments that combine innovation, sustainability, and operational excellence, helping us future‑proof our breweries and create long‑term value for the business, our consumers, and the communities where we operate.

16 June, 2026