Sales of Cerveza Cusqueña in Chile Increase by Almost 50%
14 January 2013
- Premium beer Cusqueña is imported and distributed by Viña Concha y Toro
- In 2012, the Premium segment in Chile represented 22% of the total beer market
- Cusqueña beer has been sold in all regions of Chile since 2007
Lima, January 10, 2013. - Cerveza Cusqueña, Backus’ portfolio’s Premium beer, saw a sales increase of 48.9% in Chile in November 2012, compared to the same period in the previous year. Cusqueña has been exported successfully to Chile since 2007 through Viña Concha y Toro/Comercial Peumo, who considered it a high-quality international beer and chose it to complete their Premium beverages portfolio.
Edwards Taboada, Cusqueña’s Brand Manager, said: “Cusqueña’s numbers in Chile show year after year the growing interest of Chilean consumers for Peruvian Premium beer. Cusqueña had an increase in sales of 51.9% in 2011, we managed to close 2012 with an increase close to 50% and we aim to have a 40% increase in 2013. Those are pretty high growth rates, plus this is an interesting opportunity for Cusqueña in the long term, considering that the Premium category grows between 10% and 20% per year in that country.”
During the past six years, Premium beer consumption in Chile has grown by nearly 60%. Today, this segment is the fastest growing in the entire category, unlike the mass segment which has been losing its share. In 2012, the Premium segment reached 22% of the total market, a level similar to that of developed countries.
Cusqueña, which has 29 international awards that certify and guarantee its high quality, is sold in prestigious restaurants and trendy pubs, as well as in supermarkets and liquor stores, where the majority of its target audience is; that is, men and women 25 to 35 years old, in AB socio-economic segment.
Likewise, Francisco Espinosa, Marketing Director at Viña Concha y Toro, commented: “Chile’s beer industry is going through its best moment in years, with a solid economy and well-informed and knowledgeable consumers. This creates an appropriate environment for a superior quality beer like Cusqueña to become one of the preferred beers of Chilean consumers, due to its internationally recognised quality, mystical origin, and the best ingredients. Plus it has a unique bottle.”
Cusqueña is the national Premium beer of Backus’ brand’s portfolio. It is made with the finest ingredients and aromatic essences, inspired in the perfection of its origins, which make it the best beer in Peru and one of the best in the world.
Unión de Cervecerías Peruanas Backus and Johnston S.A.A., is the leader in the brewery industry in Peru, with 5 decentralised production plants in Lima, Arequipa, Cusco, Motupe and Pucallpa. It has a portfolio of very well-segmented national and international brands that aim for its customers’ satisfaction in the 142,000 points of sale throughout the country. During 2011, Backus registered net sales for S/. 3,005.5 million, contributed S/. 2,224 million in taxes and gave direct employment to more than 7,000 people and indirect employment to more than 220,000 people.
Backus focuses on sustainable development, looking to create shared value and social inclusion with those that form its value chain and the communities where it operates. This is how its initiatives and projects aim to create strategic alliances to leverage efforts and make a positive economic, social and environmental impact for society as a whole.
For more information, contact:
External Communications Backus 3113000
LLORENTE & CUENCA
222-9491 Anexo 208
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on 10th January 2013..