Research from Reveal Marketing Research, commissioned by the Center for Beer Studies, indicates that 81% of Romanians associate beer with the May 1st holiday, typically celebrated with family and friends. Over half of participants (52%) view beer as important for socializing and as a symbol of festive atmospheres.
Moderation and Responsibility:
Alin Popescu, the general secretary of the Center for Beer Studies, highlighted that beer, when consumed in moderation, supports a balanced lifestyle and emotional well-being. The findings emphasize that beer will be a key feature in many Romanian gatherings, helping create memorable moments. However, he stressed the importance of responsible consumption and noted the availability of alcohol-free beers for those who may need to drive yet still wish to enjoy the beloved beverage.
Celebration Preferences:
Nearly 60% of Romanians aged 35 to 44 favor celebrating May 1st with family or friends, making it the most common choice among this age group. Approximately 57% of respondents indicated a likelihood of consuming beer on this day. The preference is especially high among men (67%) compared to women (47%).
Marius Luican, the general director of Reveal Marketing Research, remarked that May 1st remains a significant holiday in Romania, blending socializing, grilling traditions, and beer into a unique celebration of joy and belonging. The holiday represents an opportunity for reconnection with family, friends, and cultural values.
Grilling Tradition:
Grilling is a staple of the celebration, favored by nearly 40% of Romanians, particularly men and those aged 35-44. Younger individuals under 25 often prefer lively events and beach escapades to kick off the summer season.
The study, conducted online between April 15 and 22, 2025, involved a representative sample of 1,015 internet users over 18 years, from both urban and rural areas.
