As the Easter holidays approach, data from a study conducted by Reveal Marketing Research, commissioned by the Beer Health and Nutrition Center, highlights the role beer plays in Romanians’ moments of connection and celebration.
More than just a beverage, beer reaffirms its position as a central element of traditional meals.
Specifically, 43% of Romanians stated that they typically consume beer during traditional occasions, including at Easter. This data emphasizes the social value of beer, acting as a genuine connector within families and among friends – including across generation – and serving as a versatile accompaniment to the specific culinary dishes of this period.
“These figures reconfirm that beer is, in essence, a true social lubricant and a symbol of the joy of being together. In an era of digital notifications, the Easter meal remains one of those moments where we disconnect from ‘screens’ to connect with each other, and beer serves as the most direct invitation to open and sincere communication. Furthermore, thanks to non-alcoholic options, Romanians can enjoy the taste and qualities of beer in any situation, including if they plan to drive or simply want to avoid alcohol consumption,” says Dr. Alin Popescu, General Secretary of the Beer Health and Nutrition Centre.
The study reveals interesting differences in preferences between genders, while reconfirming a widespread trend of integrating beer into holiday traditions:
- Men: Half of them (50%) choose beer, likely because every opened beer signals the start of a conversation, as well as for its ability to perfectly complement the traditional Easter menu.
- Women: A significant 36% also prefer beer in traditional contexts, likely appreciating the variety of flavors and its convivial character.
“The study results reconfirm that beer is chosen for its gift of contributing to a relaxed and authentic atmosphere. Whether we are talking about traditional meals or ordinary moments in daily life, beer remains an element that brings people closer and strengthens the sense of belonging,” stated Marius Luican, General Manager of Reveal Marketing Research
About the Study
Methodology: The Reveal Marketing Research study was conducted online in November 2025, using a national representative sample of 1,005 respondents aged 18 and over, from both urban and rural areas, all of whom are internet users. The margin of error is +/- 3.1%.
About the Beer Study Center
The Beer Study Center is an interdisciplinary initiative that explores the social, cultural, and historical depth of beer consumption in Romania. Its activity focuses on the role of beer as a social glue – a beverage that, for centuries, has brought people together through stories, traditions, and shared moments. The Center’s objective is to investigate and promote how beer contributes to social well-being, the formation of interpersonal relationships, and the building of communities in both traditional and modern contexts.
The Beer Study Center is the result of the efforts of its three founding members: Dr. Corina-Aurelia Zugravu, Professor, PhD, at the “Carol Davila” University of Medicine and Pharmacy (UMF), who also serves as the President of the Center; Dr. Alin Popescu, primary care physician in sports medicine and nutrition consultant, serving as Secretary General; and Dr. Mihaela Begea, PhD in Engineering Sciences.
The Center was previously known as the Center for Studies on Beer, Health, and Nutrition, an entity that, for 12 years, carried out sustained and relevant research in Romania focused on evaluating the nutritional effects of moderate beer consumption on the body. The new name, however, reflects the current scientific interest of the three founding members in exploring another vital dimension of beer: its role as an important ingredient for a balanced adult life.
