For 140 years of courage, culture, and community – and for always being there when Romania needed a well-deserved toast.
Some brands are born from business needs. And some brands start there and evolve with the times, becoming naturally woven into the social fabric. URSUS is not just “The King of Beer in Romania.” It’s the beer found at students’ tables, among those who changed the world with ideas, and a companion in moments when society laughed, cried, protested, or celebrated. It was there in the interwar years, during the transition, in democracy. And it’s still here in 2025, when creativity has become a form of resistance, supporting education connected to global trends through The Alternative School.
The Alternative School for Creative Thinking awards “The Order of Creative Angel” to the URSUS brand for its consistent contribution to the evolution of the Romanian spirit, through culture, meaningful advertising, music, innovation, and active involvement.
URSUS beer started flowing in 1878, in a small private brewery in Cluj
Since then, it has spanned eras and generations, both witnessing and shaping the lives of Romanians. It grew alongside festivals like TIFF and Untold, and has had honest conversations with its audience about belonging, friendship, authenticity, and freedom of spirit.
“Did you know the Cluj brewery was founded in the same year Romania gained its independence? A legendary story in branding, I’d say. URSUS, we raise our glass to you – for your history, for your courage, for the effortless way you navigate cosmopolitan worlds while preserving your local flavor – and for another 140 years of relevance,” said Teodora Migdalovici, Ambassador of Creativity and founder of #TheAlternativeSchool.
“We are honored to receive this distinction from a platform that pioneered creative education in Romania. For URSUS, creativity is not just a sales driver but a real way to connect with people. Whether through festival experiences, media channels, or in-store interactions, we aim for every moment with the brand to carry meaning and energy. This recognition encourages us to keep investing in ideas, people, and contexts that enrich brand culture,” stated Gabriela Crețu, Vice President of Sales, URSUS Breweries.
URSUS has understood that innovation isn’t just in recipes – it’s in how a brand engages with daily life.
In an industry where predictability is often seen as a safety formula, URSUS chose honesty, courage, and free expression. From memorable ads to platforms supporting talented young people, URSUS has created space for ideas and accountability.
“The Order of Creative Angel” is awarded once every ten years to brands that, beyond ROI and GRPs, understand that building culture and elevating society is part of the success equation.
The distinction was previously awarded in 2015 to Dragoș Grigoriu, for #15forCannes and his support of three generations of young creatives sent to Cannes Lions, Geo Baraian, for his ongoing support of the Young Lions teams, including the one that brought home Romania’s first Print Bronze & Renania, a Romanian brand that backed talents under 30 and helped the Haidamac–Sfetcu team bring home Romania’s first YL Design Gold.
In 2025, Adrian Păsărică – Orkla Foods also received The Order of Creative Angel and was named Client of the Year, for his solid marcom culture, his creative background (music, directing, writing), business performance, and continuous involvement in nurturing new generations – proving that a client can be more than a partner: they can be a source of inspiration for creatives.
Memorable Moments in URSUS History
1878 – The birth of URSUS in Cluj
The same year Romania gained its independence, the URSUS beer story began – a coincidence with deep symbolism: two Romanian entities setting out with pride.
1920s–1930s – The interwar period
URSUS became the beer of intellectuals and Transylvanian bohemians, present in the cafés and restaurants of Cluj where grand ideas, art, and politics were discussed.
The communist era – continuity in grey times
In an era when brands were nearly nonexistent or homogenized, URSUS remained recognizable, preserving its taste and quality even in difficult times.
1996 – URSUS joins SABMiller portfolio
Under SABMiller, URSUS modernized and became the beer market leader in Romania, without losing its local spirit.
1997 – Privatization and rebirth under a new identity
URSUS became part of a modernization and repositioning program, bringing Cluj back on the map for quality beer in Eastern Europe.
2000–2010 – The era of legendary ads
Unforgettable campaigns that redefined the brand’s tone of voice, positioning it as a trusted companion for the post-’89 generations.
2005 – URSUS becomes main sponsor of TIFF
The brand became a supporter of Romania’s most important film festival, strengthening its role as an active cultural partner.
2009 – Launch of URSUS Unfiltered
A product innovation that highlighted authenticity and unpolished flavor, anticipating today’s craft and natural trends.
2017 – URSUS joins Asahi Group
After years in SABMiller’s portfolio, URSUS joined the Asahi family – the Japanese leader in premium beer – through a strategic acquisition that brought investment, know-how, and international momentum, without losing its local identity. A partnership between Romanian tradition and Japanese precision.
2019 – URSUS opens its own brewery in Cluj
“Fabrica de Bere URSUS” becomes a symbolic space where tradition and modern vibes meet. Not just a brewery, but a living homage to its history.
2021 – Protecting bears and biodiversity
URSUS supports natural habitat conservation campaigns and brown bear protection, honoring the symbol that gives it its name and addressing the pressing issue of bear migration into populated areas.
2025 – URSUS becomes partner of The Alternative School, supporting world-class creative education
URSUS supports the training and exposure of young Romanian talent, reaffirming its commitment to the evolution of local talent with a cosmopolitan spirit.
