The Alexandrion Group, with a turnover of over EUR 200 million globally, is launching an innovative concept of shops and hotels dedicated to Romanians with medium incomes. Alexandrion Experience aims to offer a range of fine drinks such as single malt whisky, brandy or rum at affordable prices, combined with a pleasant atmosphere and quality entertainment.
The Alexandrion Group, with a turnover of over 200 million euros globally, invests in a concept of shops and hotels, which is aimed at Romanians with incomes of 1.000-1.500 EUR, who want to consume fine drinks, such as single malt , brandy or rum, in the city, at affordable prices and to have entertainment, such as watching a football match or live music.
"We started a new business model, through which we want to open Alexandrion Experience stores and hotels to solve the problem of drinking drinks at affordable prices in certain locations. We started in São Paulo and it was successful, and it was the same in Athens and Cyprus, and now we are developing in Romania", said Nawaf Salameh, founder and president of Alexandrion Group.
Nawaf Salameh believes that the final price of a drink is often influenced by the mark-up charged by the consumption premises, which can be high. "This addition can be up to six times higher than the price from the distributor, which is unfair to consumers, producers and distributors," he pointed out.
The solution proposed by Alexandrion Experience consists in eliminating the commercial addition in its own locations, both in restaurants and hotels. "We want to offer our customers the opportunity to enjoy fine drinks at the right price," said Nawaf Salameh. "We also want to support bars that practice little or no additions by giving them access to our products and boosting entertainment to attract customers."
Nawaf Salameh is convinced of the global potential of this model: "I have visited France, Germany, Italy or Spain, where the commercial addition in bars is 20-30%, significantly lower than here. I strongly believe that our model can also thrive globally.” he added.