What Ursus Breweries does

Ursus Breweries S.A. is the largest beer producer in Romania by volume, accounting for roughly one in three beers sold in the country. The company operates three large industrial breweries in Buzău (founded 1978), Brașov (founded 1892), and Timișoara (founded 1718 — the oldest in Romania), plus a craft micro-brewery "Bârlogul URSUS" in Cluj-Napoca and A-class warehousing capacity. Its brand portfolio is multi-tier and covers every meaningful Romanian price point: heritage Romanian brands URSUS, Timișoreana, and Ciucaș; craft offerings under the Azuga label; and internationally licensed premium brands from the Asahi portfolio — Peroni Nastro Azzurro, Pilsner Urquell, Asahi Super Dry, and Kozel. In May 2026 the company broadened beyond beer with Cooler, a non-alcoholic carbonated beverage with vitamins and minerals.

Ursus Breweries sells into three B2B channels — traditional trade, modern retail chains, and HoReCa (Hotels, Restaurants, Cafes) — plus direct corporate accounts, covering the full Romanian territory. Distribution is supported by a specialized sales force and regional depots operating in key hubs, with festival sponsorships (UNTOLD, Neversea, Oktoberfest) supplementing brand-building. The company generates revenue primarily through one-time wholesale/retail unit sales of branded beer, with B2B pricing negotiated by its sales organization. Consumer-level pricing is not publicly disclosed.

The company is a privately held joint-stock company (S.A.) registered in Romania and is 98.68%-owned by Asahi Breweries Europe Ltd., the European arm of Japan's Asahi Group Holdings. Ursus Breweries has been part of Asahi Europe & International since the 2017 closing of Asahi's acquisition of SABMiller's European operations. The company maintains a multi-year sustainability track record including GRI-validated reporting (among the first organizations globally to adopt GRI standards), a 2.76 HL/HL water-use ratio achieved in 2020, and a 28% reduction in plastic placed on market — ahead of its own 2030 target.

Name

Ursus Breweries

Legal name

Ursus Breweries S.A.

Website

https://ursus-breweries.ro

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Ursus Breweries S.A. is Romania's largest beer producer, operating three industrial breweries and a craft brewery under a multi-tier portfolio that includes Timișoreana, URSUS, Ciucaș, and international Asahi brands such as Peroni, Pilsner Urquell, and Asahi Super Dry, distributed nationwide via traditional trade, retail chains, HoReCa, and corporate clients.

Ownership category

akta.pro rank

Product category

Brewing and Beer Production

NAICS

Breweries (312120)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Beer production
• Brewing industry
• Premium lager
• Non-alcoholic beverages
• Craft beer

Headquarters

HQ city

Bucurestii Noi

HQ country

Romania

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Beer Sales: Production and sale of beer products through multiple brands including URSUS, Timișoreana, Ciucaș, Peroni Nastro Azzuro, Pilsner Urquell, Asahi Super Dry, Azuga, and Kozel. Distribution through traditional trade, retail chains, HoReCa, and corporate clients across Romania.
2. Non-Alcoholic Beverages: Portfolio expansion into non-alcoholic products including Cooler (carbonated water with vitamins or minerals), Timișoreana non-alcohol, and Ursus non-alcohol. The company has exited the traditional beer category with Cooler, launching it as a separate beverage category.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ursus Breweries is the largest beer producer in Romania, manufacturing and distributing a portfolio of Romanian and international beer brands including URSUS, Timișoreana, Ciucaș, Peroni Nastro Azzuro, Pilsner Urquell, Asahi Super Dry, Kozel, and Azuga. The company operates three large breweries in Buzău, Brașov, and Timișoara plus a craft brewery in Cluj-Napoca, with products distributed through traditional trade, retail chains, HoReCa, and corporate clients across Romania. As of 2026, the company has expanded beyond beer with the launch of Cooler, a non-alcoholic carbonated beverage.

Product overview

Ursus Breweries is the largest beer producer in Romania, operating as a portfolio company with multiple beer brands spanning different market segments. The company produces and distributes eight main beer brands: URSUS (flagship premium lager), Timișoreana (most popular beer, over 300-year history), Ciucaș (economic segment leader), Peroni Nastro Azzurro (Italian import), Pilsner Urquell (Czech import), Asahi Super Dry (Japanese import), Kozel (Czech import), and Azuga (craft beer). The company has recently expanded beyond beer with the launch of Cooler, a non-alcoholic carbonated beverage with vitamins or minerals. Ursus Breweries operates three large breweries in Brașov, Buzău, and Timișoara, plus a craft brewery in Cluj-Napoca, and has been part of Asahi Europe & International since 2017.

Differentiator

Problem solved

Functional benefit

Brands

• URSUS: King of Beer in Romania, a slightly bitter lager with distinctive taste
• Ursus Cooler
• Timișoreana
• Ciucaș
• Peroni Nastro Azzuro
• Pilsner Urquell
• Kozel
• Asahi Super Dry
• Azuga

Products and services

• Ursus The flagship premium lager brand in Romania, positioned as the King of Beer. A slightly bitter lager with distinctive taste, marketed for social occasions with friends.
• Timișoreana The most popular beer in Romania with over 300 years of history. A fine and balanced tasting lager that unites Romanian tastes and values.
• Ciucaș The most beloved beer in the economic segment in Romania. Brewed for over 125 years following natural laws, treasuring each relaxation moment.
• Cooler A non-alcoholic carbonated beverage with vitamins or minerals, positioned as the best of both beer and soda, designed to be enjoyed anywhere and anytime.
• Cooler - Ghimbir & Lămâie (Ginger & Lemon) A Ginger & Lemon flavor variant within the Cooler non-alcoholic beverage portfolio, marketed as the perfect mix for any moment of the day.
• Peroni Nastro Azzurro The No. 1 Italian beer in the world, with a refreshing taste offering delicate balance between bitter and subtle citrus notes, marketed for moments of respite.
• Pilsner Urquell The Original Pilsner, the beer that changed humanity's perception about beer.
• Kozel The most loved Czech beer in the world. Includes Kozel Premium (three carefully selected malts and aromatic hops) and Kozel Dark (a brown beer with caramel notes from four types of malt).
• Asahi Super Dry Japan's No. 1 beer, offering a fine, fresh and cooling Karakuchi taste, perfected through Japanese technology with rice as a unique ingredient.
• Azuga A craft beer brand that includes Azuga Nepasteurizată, brewed in Märzen style with natural first-quality ingredients, and Azuga Nefiltrată Weissbier, a German-inspired unfiltered wheat beer crafted in Romania.

Quantifiable outcome

• One in three beers sold in Romania is part of the Ursus Breweries portfolio
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Brewers of Romania AssociationcoreOthersIndustry association membership. Ursus Breweries is an active member and supports industry efforts to promote responsible attitude towards alcohol consumption.
• Romanian Police (Poliția Română)coreStrategic or Co-development PartnerLong-standing partnership for road safety initiatives including the 'Din Trafic' campaign and 'Zero la Mie' mobile application to discourage drinking and driving. Annual traffic safety studies conducted jointly.
• Romanian Red CrossminorStrategic or Co-development PartnerPartnership during COVID-19 pandemic for #separațidarîmpreună campaign where Timișoreana donated funds for medical equipment and promoted solidarity messages.
• Step by Step Center for Education and Professional DevelopmentminorStrategic or Co-development PartnerPartnership for programs to prevent underage alcohol consumption as part of the About Alcohol platform.
• Federation of Non-Governmental Organizations for Children (FONPC)minorStrategic or Co-development PartnerPartnership for underage alcohol consumption prevention programs.
• Festival Organizers (UNTOLD, Neversea, Oktoberfest)coreGTM or Marketing PartnerFestival sponsorship partnerships including recycling and selective collection programs. Major presence at UNTOLD, Neversea, and Oktoberfest (Bucharest and Brașov) with brand activations and environmental initiatives.
• International Alliance for Responsible Drinking (IARD)minorOthersExternal initiative membership for responsible alcohol consumption advocacy.
• World Health Organization SAFER InitiativeminorOthersActive presence and partnership with WHO's SAFER alcohol control initiative.
• British Romanian Chamber of Commerce (BRCC)minorOthersRobert Uzună, VP Corporate Affairs, serves as Chairman of the BRCC. Partnership for bilateral trade relations between UK and Romania.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Carlsberg Romania: Carlsberg Romania is one of the leading brewers in the country, competing with Ursus Breweries through brands like Tuborg across traditional trade, retail, and HoReCa. Operates in the same national market with similar product mix and regulatory exposure.
• Heineken Romania: Heineken Romania is a major foreign competitor in the Romanian beer market, directly competing with Ursus Breweries across price segments. Same retail and HoReCa distribution channels, same regulatory environment, same consumer base.
• Molson Coors Beverage Company (Romania operations): Molson Coors operates in Romania through former Bergenbier and other regional brands, directly competing with Ursus. Multi-national brewer with overlapping retail and HoReCa presence in the Romanian market.

Broad incumbents

• Anheuser-Busch InBev: World's largest brewer with presence across CEE; competes broadly with Ursus's portfolio through brands like Stella Artois, Budweiser, and Corona. Provides a global benchmark for brewery economics and brand-portfolio strategy.
• Asahi Group Holdings: Parent company of Ursus Breweries. Global Japanese beverage conglomerate with diversified beer, spirits, and non-alcoholic portfolios; provides strategic capital, brand IPs (Peroni, Asahi, Pilsner Urquell) and operational playbooks that flow through to Ursus.
• SABMiller (historical parent): Former parent (until 2017) of Ursus Breweries before being acquired by Asahi. Operated the Romanian business and built the current Ursus brand portfolio; still relevant as legacy comparator and as the structural origin of Ursus's national scale.
• Heineken N.V. Global brewer with deep Romanian operations. Comparable in multi-segment brand portfolio strategy and route-to-market investments; provides a peer benchmark for CEE market share dynamics, premiumization, and non-alcoholic expansion.

Emerging players

• Coca-Cola HBC Romania: Leading non-alcoholic beverage bottler and distributor in Romania. Becomes an increasingly relevant competitor as Ursus launches Cooler (non-alcoholic, carbonated) and pushes into adjacent FMB categories overlapping Coca-Cola's route to market.
• PepsiCo Romania: Major CPG incumbent in Romania across beverages and snacks. Relevant as Ursus diversifies into non-alcoholic carbonated drinks (Cooler), where PepsiCo's portfolio, distribution, and retail relationships set the competitive bar.

Others

• Brewers of Romania Association members (independents): The industry association of which Ursus is a member; represents smaller and independent Romanian brewers who are adjacent market participants who collectively shape the regulatory and responsible drinking narrative in Romania.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UrsusBreweriesRomania
• LinkedInlinkedin.com/company/ursus-breweries
• Xx.com/ursusbreweries

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ursus Breweries