Romania: Bergenbier S.A. strengthens its portfolio in the premium segment

Bergenbier S.A., part of the Molson Coors group, launches two products with 0.0% alcohol in the premium segment. Staropramen 0.0 and Stella Artois 0.0 strengthen the company’s portfolio, which in recent years has expanded both the in the alcohol-free zone and beyond beer, through beer and juice mixes.

“The category of non-alcoholic beers is a territory with sustainable growth. Moreover, the segment currently has approximately 3% of the beer market in Romania, being on an upward trend. We are always attentive to the needs of consumers and are proud to come up with alcohol-free versions of some of the strongest brands on the market: Staropramen and Stella Artois. Through these launches, our company continues the path of portfolio diversification and promotes responsible consumption at any time of the day”, points out Mihai Voicu, General Manager of Bergenbier S.A.

Positioned in the premium segment, the two new products offer beer lovers perfect experiences.

Staropramen 0.0 enjoys a special production method, which ensures the same distinct and savory taste as alcoholic lager beer. It addresses consumers who do not have to make any kind of compromise when it comes to the refreshing taste of beer with 0.0% alcohol.

Stella Artois 0.0 continues the story of the premium brand founded in 1366 in Leuven, Belgium and replaces the non-alcoholic version of the brand in the Bergenbier S.A. portfolio. The new assortment turns any consumption occasion into a special one thanks to its refined taste, being a beer suitable for meals with loved ones.

“We look carefully at market trends and see that new generations of adult consumers are looking for alcohol-free versions of their favorite brands. Staropramen and Stella Artois play in an extremely competitive segment, and we believe that with the 0.0% alcohol alternatives we have good premises to strengthen our position and continue expanding the portfolio”, adds Teodora Agafiței, Bergenbier S.A. Marketing Director.

The 0.0 Staropramen and Stella Artois 0.0 variants are available in Romania starting February, in off-trade and on-trade stores, in 0.5l aluminum cans and 0.33l bottles.

About Bergenbier S.A.

Part of the Molson Coors Beverages Company Central & Eastern Europe group, Bergenbier S.A. was founded in 1994, and the most important brand in its portfolio, Bergenbier, was launched a year later. Today, Bergenbier S.A. is in the top three beer producing companies in Romania, having a modern factory in Ploiesti and a high-performance national distribution network. Bergenbier S.A. pays attention to the impact it has on the community and the environment. The company’s portfolio includes brands that cover all market segments. In addition to the beers produced in Ploiesti – Bergenbier, Fresh, Staropramen, Praha, Staropramen Unfiltered, Stella Artois, Beck’s, Noroc, Löwenbräu – the company exclusively imports and distributes Prague specialties Staropramen Dark and Granat, Belgian abbey beers Leffe and Hoegaarden, American beer Miller Genuine Draft, the most beloved Mexican beer, Corona, as well as the unfiltered German white beer Frazinskaner. The company also has 0.0% alcohol alternatives for Stella Artois and Staropramen in its portfolio.

About Molson Coors

For over two centuries, Molson Coors has been making drinks that bring people together to enjoy all of life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling and Staropramen to Coors Banquet, Blue Moon Belgian White, Saint Archer Gold, Leinenkugel’s Summer Shandy, Creemore Springs and more, Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that extends beyond the beer industry with carbonated cocktails, coffee, wine, kombucha, cider and more. Molson Coors Beverage Company is a publicly traded company that operates through Molson Coors North America and Molson Coors Europe and is traded on the New York and Canadian stock exchanges (TAP). The company’s commitment to raising industry standards and making a positive impact on employees, consumers, communities, and the environment is reflected in Our Beer Print and 2025 Sustainability Goals. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter @MolsonCoors.