{"id":676258,"date":"2026-02-11T13:16:03","date_gmt":"2026-02-11T13:16:03","guid":{"rendered":"https:\/\/microscopemedia.com\/?p=676258"},"modified":"2026-02-11T13:16:03","modified_gmt":"2026-02-11T13:16:03","slug":"producatorul-de-bere-olandez-prezent-si-in-romania-care-vrea-sa-reduca-6-000-de-posturi","status":"publish","type":"post","link":"https:\/\/microscopemedia.com\/?p=676258","title":{"rendered":"Produc\u0103torul de bere olandez prezent \u0219i \u00een Rom\u00e2nia care vrea s\u0103 reduc\u0103 6.000 de posturi"},"content":{"rendered":"<div><img decoding=\"async\" src=\"https:\/\/microscopemedia.com\/wp-content\/uploads\/2026\/02\/producatorul-de-bere-olandez-prezent-si-in-romania-care-vrea-sa-reduca-6-000-de-posturi.jpg\" class=\"ff-og-image-inserted\"><\/div>\n<p id=\"p-0\">Gigantul olandez al industriei <a href=\"https:\/\/www.mediafax.ro\/externe\/piata-berii-isi-revine-in-franta-in-ciuda-inchiderii-a-peste-200-de-fabrici-23681619\">berii<\/a> Heineken a anun\u021bat c\u0103 inten\u021bioneaz\u0103 s\u0103 elimine \u00eentre 5.000 \u0219i 6.000 de posturi la nivel mondial \u00een urm\u0103torii doi ani, pe fondul unor condi\u021bii comerciale dificile \u0219i al sc\u0103derii cererii pentru bere, \u00een special pe pia\u021ba european\u0103.<\/p>\n<p id=\"p-1\">Reducerile de personal ar putea afecta p\u00e2n\u0103 la 7% din totalul angaja\u021bilor companiei \u0219i fac parte dintr-un program amplu de restructurare \u0219i reducere a costurilor, menit s\u0103 \u00eembun\u0103t\u0103\u021beasc\u0103 profitabilitatea grupului.<\/p>\n<h2 id=\"chapter-0\">Strategia pe termen scurt a companiei<\/h2>\n<p id=\"p-2\">Portofoliul Heineken include m\u0103rci cunoscute precum Amstel, Birra Moretti \u0219i berea Heineken.<\/p>\n<p id=\"p-3\">Potrivit companiei, o parte semnificativ\u0103 a concedierilor va fi realizat\u0103 prin \u00eenchiderea unor fabrici de bere, continuarea proceselor de consolidare deja \u00eencepute, fuziunea pie\u021belor mai mici \u0219i centralizarea func\u021biilor administrative.<\/p>\n<h2 id=\"chapter-1\">Rezultate financiare dezastruoase<\/h2>\n<p id=\"p-4\">Anun\u021bul vine odat\u0103 cu publicarea rezultatelor financiare anuale, care arat\u0103 o sc\u0103dere a volumelor totale de v\u00e2nz\u0103ri cu 1,2% \u00een 2025, \u00een pofida performan\u021bei mai bune a m\u0103rcii Heineken. Veniturile grupului au cobor\u00e2t cu 4,7% fa\u021b\u0103 de anul precedent, p\u00e2n\u0103 la 34,3 miliarde de euro, iar profitul opera\u021bional a sc\u0103zut cu 3,2%, la 3,4 miliarde de euro.<\/p>\n<p id=\"p-5\">Compania atribuie aceste evolu\u021bii \u00een principal sl\u0103birii pie\u021bei europene a berii, unde consumatorii au devenit tot mai sensibili la pre\u021buri. Volumele de b\u0103uturi v\u00e2ndute \u00een Europa au sc\u0103zut cu 3,4%, berea \u00eenregistr\u00e2nd un declin mai accentuat, de 4,1%.<\/p>\n<h2 id=\"chapter-2\">Comportamentul de consum al clien\u021bilor s-a modificat<\/h2>\n<p id=\"p-6\">\u00cen pofida tendin\u021bei generale negative, mai multe m\u0103rci ale grupului \u2014 inclusiv Amstel, Murphy\u2019s stout \u0219i Cruzcampo \u2014 au \u00eenregistrat un av\u00e2nt pozitiv pe pia\u021ba din Marea Britanie.<\/p>\n<p id=\"p-7\">Divizia Heineken din Regatul Unit, care are sediul central la Edinburgh \u0219i opera\u021biuni \u00een ora\u0219e precum Londra, Manchester, Tadcaster, Hereford \u0219i Ledbury, are aproximativ 2.100 de angaja\u021bi \u0219i administreaz\u0103 circa 2.400 de pub-uri prin re\u021beaua Star Pubs and Bars.<\/p>\n<p id=\"p-8\">Compania nu a precizat deocamdat\u0103 ce impact va avea restructurarea global\u0103 asupra for\u021bei de munc\u0103 din Marea Britanie.<\/p>\n<p id=\"p-9\">Heineken a mai anun\u021bat c\u0103 veniturile sale nete din Regatul Unit au ajuns la niveluri \u201esc\u0103zute de o singur\u0103 cifr\u0103\u201d, evolu\u021bie pus\u0103 pe seama schimb\u0103rii comportamentului de consum, clien\u021bii orient\u00e2ndu-se tot mai mult c\u0103tre sortimentele de bere premium.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gigantul olandez al industriei berii Heineken a anun\u021bat c\u0103 inten\u021bioneaz\u0103 s\u0103 elimine \u00eentre 5.000 \u0219i 6.000 de posturi la nivel mondial \u00een urm\u0103torii doi ani, pe fondul unor condi\u021bii comerciale &hellip; <a href=\"https:\/\/microscopemedia.com\/?p=676258\" class=\"more-link\">Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":676259,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts\/676258"}],"collection":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=676258"}],"version-history":[{"count":0,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts\/676258\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/media\/676259"}],"wp:attachment":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=676258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=676258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=676258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}