Romanians are drinking vodka from half liter bottles, bought especially from neighborhood shops. Over 80 millions euro were spent last year on this kind of liquor.
According to a study made by the market research company Nielsen, the quantity of vodka drank by Romanians diminished last year. In 2006, 12.7 millions liters of vodka were consumed in Romania, and last year, only 11.7 millions liters were drunk.
The largest sales of vodka were made by small alimentary shops in 2007, over 80% of the quantity requested by the consumers, supermarkets representing only 8.5% from the sales volume, according to the study. The supremacy, when it comes of the most wanted recipient, is the half a liter bottle (57% of the entire volume), even though the consume is dropping, in front of the 0.2 liter and 1 liter bottles. The market is dominated by local producers, Scandic Distilleries (company of the European Drinks groups, owned by the businessmen Ioan and Viorel Micula) and Prodal ’94 (which produces the Săniuţa brand, and also the Stalinskaya vodka or the Wembley gin).
The two major players are joined by Prodalcom Botoşani (which produces Voronskaya), Alexandrion Group Romania (producer of Alexander) and Prodvinalco Cluj (owner of the Vampir vodka). The first five players have a market share of almost 70%, while in 2006 they were controlling just 62.5% according to the study made by Nielsen.
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