The launch of Amstel® beer in Romania was the most successful beer brand launch in Europe in 2025, according to NielsenIQ data. In light of this achievement, BR sat down with Boris Miloushev, Managing Director at HEINEKEN Romania, to discuss the industry’s evolution this year, the company’s performance in Romania and internationally, as well as its main challenges and expectations. By Romanița Oprea How would you characterise the beer industry in 2026? The beer industry this year is, above all,