Remarkable facts of the week for

Competitive activity in BERE remained highly concentrated, with the top three producers capturing 97.0% of visibility. MONDELEZ INTERNATIONAL was the clear leader for URSUS BREWERIES to benchmark against, delivering 394.0 visibility points and 90.2% share through 29 promotional occurrences across 10 retailers. Its visibility declined by 16.3%, but its share still expanded by 8.7 points, reinforcing a dominant position. At brand level, MILKA TOTAL also led decisively with 89.5% visibility share. By comparison, URSUS BREWERIES faced a fragmented field of smaller competitors, each holding limited visibility and lower retailer reach, with no challenger approaching MONDELEZ INTERNATIONAL’s scale.

In week 2026-W23, the BERE category showed a clear softening in promotional pricing, with the average promo price declining to 63.37 from 68.97 in the previous week, while average discount depth increased to 34.8% from 31.4%. This indicates a mixed promotional environment: lower price points were supported by slightly stronger discounting, even as the median discount moved up to 41.0%, suggesting a broader shift toward deeper promotional offers across the category. Versus the category average curve, URSUS BREWERIES cannot be benchmarked on price and discount evolution in this period because no producer-level price or discount history is available in the dataset. As a result, the category trend remains the only observable reference, and it points to a more aggressive promotional stance than in the prior week, with fewer promotional occurrences but stronger discount intensity.

In the beer category in Romania, promotional activity in week 23 was entirely concentrated in national brands, with no retailer brands (MDD) recorded in the provided data. For URSUS BREWERIES, this means the promotional environment was driven by branded competition, supported by strong visibility and a relatively high average discount. Compared with the previous period, promotional occurrences declined, while visibility remained fully dominant.

In week 2026-W23, the Romanian beer category remained hot, with promo pressure increasing versus the previous week and promotional activity concentrated across 14 retailers. The market was fully driven by national brands, while retailer brands (MDD) were absent from the promotional landscape. Visibility was highly concentrated, with MONDELEZ INTERNATIONAL leading the field, and the most aggressive offers reached a 50% discount alongside several lowest-price flags. For URSUS BREWERIES, the environment signals stronger competitive intensity, softer pricing, and a need to defend visibility in a market where promotional execution is becoming more selective and more price-driven.