Business Forum • 5 March, 2024 at 10:44 AM
The natural mineral water producer Aqua Bilbor announces the appointment of a new CEO, Alin Gliga, and further investments to strengthen the company's position on the natural mineral water market. These investments include the completion of a new bottling and storage facility, as well as the expansion of the distribution network, which are key strategic elements in the upcoming period. The company's total budget for the investments that were initiated 2 years ago amounts to more than €10 million and will be completed by 2025.
With robust experience in the mineral water industry, Alin Gliga has undertaken a series of ambitious objectives to fortify Aqua Bilbor's position in the bottled natural mineral water market.
In the upcoming period, the primary development directions focus on market positioning in the premium brands segment, with a key emphasis on the revitalization of the traditional Bilbor brand and strengthening the company's position in the natural mineral water market. Simultaneously, the company's efforts are centered around completing investments in a new bottling and storage capacity, leading to a doubling of bottling capacity, facilitating increased production and broader distribution. The construction of the new bottling and storage unit is scheduled for completion by the end of June 2024.
The establishment of a robust team in the product portfolio's marketing department signifies a key strategic direction, reaffirming the company's commitment to delivering a high-quality product in both the domestic and international markets. Furthermore, the company plans new investments in cutting-edge equipment to enhance production capacity, thereby reaffirming Aqua Bilbor's commitment to upholding the highest standards of quality for both natural mineral water and packaging.
In terms of developing the distribution network, Aqua Bilbor aims to expand partnerships with distributors nationwide, increasing the presence of its products in both traditional networks and major retail chains. In the midst of market dynamics, Aqua Bilbor aims to to establish itself as a significant and stable brand in its operating market, driven by the exceptional quality of Bilbor water.
The investments made to date have been centered on identifying and developing new sources of natural mineral water, enhancing the pipeline transportation infrastructure for mineral water and upgrading as well as acquiring new bottling lines for formats of 0.5L, 1L, 1.5L, 2L. Additionally, a separate line has been dedicated to bottling 5L formats.
"At the core of our current strategy lies the protection of water resources and the preservation of the environment. With our primary water sources located in the extraordinary geographical area of the Călimani Mountains, Aqua Bilbor aims to ensure minimal intervention and the absence of disruptions to the natural ecosystem. We consider this as inherent to our operations, and simultaneously, our organizational culture revolves around this strategy. We will enhance our involvement in social responsibility actions, with a predominant focus on projects related to nature conservation and educational programs in schools. As the largest employer in Bilbor, we aspire to remain a cornerstone in the community to which we belong," states Alin Gliga, CEO of Aqua Bilbor.
With over 16 years of experience in the mineral water industry, Alin Gliga has held key positions in the field. Between 2008 and 2016, he served as the Director of Internal Operations for Rio Bucovina SRL, the company that owns the Bucovina brand. Until the end of 2023, he acted as an administrator within the company. From 2015 until February 2024, Alin Gliga was Vice President of APEMIN (Employers' Association of Mineral Water Bottlers in Romania).
Aqua Bilbor, the bottler of Bilbor mineral water and Aqua Roca spring water, focuses on harnessing the best sources of natural mineral and spring water from the Călimani Mountains area in Harghita County.
The company owns a factory in Bilbor, Harghita county, and four depots across the country. Investments in the company's modernization from 2022 to 2025 are expected to exceed €10 million. With a workforce of 102 employees, Aqua Bilbor is the largest employer in the Bilbor area.