Romanians believe that the energy transition should first reduce their energy bills and only then slow down climate change. This order of priorities places the cost of living first, ahead of the environmental goals that often dominate the European public debate.
The priority given to bills comes against the backdrop of a significant increase in wholesale electricity and gas prices over the past year. However, household consumers have largely been protected by government measures, regardless of their level of vulnerability. For this reason, the rise in wholesale market prices has been reflected only marginally in household bills, which explains why the pressure felt by citizens does not always correspond to the scale of price increases on energy markets.
Romanians' preferences differ from those of other Europeans, which suggests that the debate on the energy transition does not carry the same weight in all member states. The difference appears at a time when the European Union is continuing its decarbonisation policies, and member states must find a balance between climate objectives and the financial sustainability of households. For Romania, the emphasis on costs raises the question of how climate objectives can be reconciled with the expectations of a population that feels the pressure of rising prices.
At the same time, the energy discussion is taking place against a backdrop of pressures on the business environment. A report on the economic impact of Heineken in Romania shows that the group generated an economic impact of 587 million euros in 2025, supporting approximately 12,700 jobs, of which around 1,000 are direct. According to the study, each direct job supports on average around 12 jobs nationwide, and the company's contribution represents around 0.2% of Romania's GDP. The study was carried out by Steward Redqueen, in the context of Heineken's European-level report, and covers 29 European countries.
In 2025, the company purchased goods and services worth 253 million euros from Romanian suppliers. According to the same report, for every euro spent on beer, around 0.42 euros reach the state budget in the form of taxes. Company representatives say the industry faces pressures linked to the costs of energy, transport and packaging, while the beer market contracted below its historic minimum in 2025, in a context of low consumer confidence. Heineken calls for a stable and predictable tax framework.
Regarding energy efficiency, Heineken announced an investment of around 12 million euros in heat pumps for its factories in Craiova and Ungheni, a project co-financed from European Union recovery funds. At the European level, the group's impact is 34.2 billion euros, and 98% of its purchases come from European suppliers. The study refers to jobs that are "supported", not "created", an important distinction in interpreting the figures.