Ursus beer

Ursus is the best-known beer brand in Romania, often referred to as 'The King of Beer' (Regele berii în România). Its history dates back to 1878 when the brewery was established in Cluj-Napoca, Transylvania. Throughout the 20th century, Ursus grew to become a national symbol of Romanian brewing excellence, characterized by its traditional European lager style.

The brand underwent significant ownership changes following the Romanian transition to a market economy. In 1996, the South African Breweries (later SABMiller) acquired the brewery. After the historic merger of AB InBev and SABMiller, several European assets were divested to comply with antitrust regulations. Consequently, in 2017, Ursus Breweries became a subsidiary of the Japanese brewing giant Asahi Group Holdings.

Today, Ursus is produced at modern facilities across Romania, including breweries in Brașov, Buzău, and Timișoara. The brand continues to dominate the Romanian market under the stewardship of Asahi, maintaining its heritage while benefiting from global distribution networks and modern production standards.