Ciucaș continues its mission of “True relaxation in clean nature” and opens new clearings in 2025

In a time when more and more people are seeking balance in the heart of nature, Ciucaș carries forward its promise of “Clean nature, true relaxation.” In 2025, the brand continues to invest in expanding the Ciucaș Clearings network – a project that offers cleaned and arranged spaces for picnics, barbecues, and outdoor relaxation time, accompanied by a cold beer enjoyed with friends.

This year, Ciucaș is adding 4 new clearings and refurbishing 16 others, bringing the network to a total of 28 relaxation areas across 24 counties in Romania. The goal is for every county in the country to have its own spot where true relaxation feels at home.

This initiative represents Ciucaș’s way – as the leader of the beer market in Romania – of bringing to life its promise of “true relaxation,” a highly valued benefit for beer consumers.

To celebrate the project’s expansion and to invite consumers to rediscover the joy of relaxing in nature, the Ciucaș Caravan, together with Văru Săndel, hits the road with 8 stops in clearings across the country. The journey kicks off on June 14 in Mălini, Suceava, one of the newly developed clearings, and continues on June 15 in Gherăiești (Bacău), a recently renovated clearing. The following weekend, the caravan reaches Reghin (Mureș) on June 21 and Valea Zânelor (Covasna) on June 22, another refurbished clearing tailored for a relaxing experience.

At the end of June, on the 28th and 29th, the caravan will stop in two new network clearings: Ciugud (Alba) and Runcu (Gorj). The events continue on July 5 in Albeștii de Muscel (Argeș) and conclude on July 6 in Islaz (Teleorman), in a clearing newly opened to the public.

“The platform ‘Clean nature, true relaxation’ is more than a communication direction – it’s our way of being close to people. We want to offer them a real setting for relaxation, connection, and simple, beautiful moments. Every new or renovated clearing is a step toward our goal: for every county in Romania to have its own corner of clean nature where people can enjoy true relaxation,” said Alexandra Cipaianu, Ciucaș Brand Manager.

At each stop, participants will be welcomed with live music, interactive activities, surprise prizes, and the unmistakable atmosphere created by Văru Săndel, the ambassador of Ciucaș’s true relaxation.

The Ciucaș Clearings are more than a brand initiative – they are a sincere invitation to unwind, aimed at everyone who loves nature, beer, and the simple, unhurried moments of life. Through these actions, Ciucaș – the leader of the beer market in Romania – continues to be close to the people, offering exactly what they need: clean nature, true relaxation.

Moreover, these initiatives align with Ursus Breweries’ Purpose to create meaningful connections, aiming to be a force for the good of the planet and to provide positive and inclusive experiences for those around us. To stay up to date with the full map of relaxation spots across the country, you can visit the dedicated page: www.bereciucas.ro/natura-curata

About Ciucaș

Part of the Ursus Breweries portfolio, Ciucaș is nature’s favorite beer. For over 130 years, Ciucaș has been brewed by nature’s rules, supporting a lifestyle lived in an optimistic spirit and valuing moments of harmony and relaxation in nature. This commitment preserves the core values of the Ciucaș brand and what it represents to its consumers. Every step we take – whether in communication, promotions, or activities – reflects what Ciucaș stands for: authenticity, harmony, and relaxation in nature.

About Ursus Breweries

Ursus Breweries is Romania’s largest beer producer and the market leader. Its brand portfolio includes: URSUS, Timișoreana, Ciucaș, Peroni Nastro Azzurro, Kozel, Azuga, Pilsner Urquell, and Asahi Super Dry. Ursus Breweries operates 3 breweries in Brașov, Buzău, and Timișoara, and a microbrewery in Cluj-Napoca. Ursus Breweries is part of Asahi Europe & International.