Dorada Launches its ‘Plan Viernes’ (Plan Friday) to Reactivate the Hospitality Sector with the Participation of 3,000 Establishments from All the Canary Islands
4 June 2013
It starts today, May 31st, and it will continue till the end of September
- Bars and cafes from all the islands have joined this initiative that wants to attract the consumers to their establishments
- The campaign includes the participation of the comic group Abubukaka, in a nod to Compañía Cervecera to support local artists
Santa Cruz de Tenerife, May 31st, 2013.- Today, May 31st, and till the end of September, Dorada will launch a new edition of its programme, Plan viernes, to support the hospitality sector from Canarias and to boost its economical activity. On this occasion, around 3,000 bars and cafes from the islands will join this initiative and every Friday for the next four months, groups of people that order four Dorada beers will only pay for three. Also, the bottles will be served inside a bucket especially designed for the occasion.
With this initiative, Compañía Cervecera de Canarias invites the consumers to enjoy a good time among friends and, at the same time, it promotes the reactivation of the hospitality establishments from Canarias during an especially difficult time, due to the effects that the economic situation has had on the decline in consumption.
The campaign was presented this morning in the city centre of Santa Cruz de Tenerife in an event attended by Efraín Medina, Councillor of Economical Development, Commerce and Employment of the Town Council of Tenerife, and Florentino Guzmán, fifth Deputy Mayor and Councillor of Strategic Planning, Economy, Competitiveness and Environmental Quality of the City Hall of Santa Cruz de Tenerife.
The campaign wants to join efforts from the private sector as well as public institutions to support a sector that is crucial for the economy of Canarias and it’s also suffering the current economical situation.
Actions similar to the one started by Compañía Cervecera can contribute to increase the number of people going out, an essential part of our lifestyle, and therefore increase sales for the bars of the islands.
This action joins other programmes carried out to boost the hospitality sector that Compañía Cervecera de Canarias is implementing in different cities of Canarias (Santa Cruz de Tenerife, Las Palmas de Gran Canaria, the municipalities of the Aridane Valley in La Palma, of the Isla Baja in Tenerife, Puerto del Rosario, La Laguna or Agüimes, among others). They are initiatives that despite having a commercial view for the company, also want to boost a fundamental sector in the economy and the employment of the cities, villages and touristic areas of Canarias.
Situation of the sector
The crisis has been particularly hard on the hospitality sector since the beginning of the fourth quarter of 2008; its turnover has decreased around 20% in aggregate terms and, of course, beer is not excluded from this situation.
The hospitality sector accounts for 7% of the Spanish GDP (bars account for more than 3%). According to the data from the Spanish Federation of Hoteliers and Caterers, between 2008 and 2012, thousand of bars closed and sales in the hospitality sector dropped around 20% (around €13 billion). In 2012, sales dropped close to 6% in the whole sector.
The support of this sector is key, taking into account the number of jobs it generates. Canarias is the European region with the highest rate of employment in the hospitality sector, according to Eurostat. More than 111,000 people in the islands work in this sector, 16% of all jobs registered in the Islands. And, specifically, the jobs carried out in food services and drinks represent 8.5% of the jobs that exist in Canarias.
The drop in consumption in the hospitality sector is because people go out less and spend less money due to a decline in disposable income, forcing families to save. In this respect, the tendency is to consume more at home than in bars, with a lesser cost.
In the first quarter of 2013, the data gathered by CCC shows:
-57% of consumers state that they go out less to bars and restaurants than last year.
-69% state they go out less because they have to save and 31% because they don’t have enough income.
-The perception of an increase in prices of domestic goods and services has increased from 54% in the first quarter of 2012 to 84% in the same period of 2013.
Campaign with Abubukaka
For this campaign, Dorada has had the help of the comic group Abubukaka, who is in charge of making Plan Viernes known through different advertising campaigns, in line with the last initiative developed by the brand on the occasion of the Carnaval chicharrero.
The young actors of the quartet from Tenerife, Víctor Ubara, Carlos Pedrós, Diego Lupiáñez and Amanhuy Cala, are the main actors of the spot where people are invited to share their friendship and their leisure time with a beer, something characteristic of our lifestyle. Víctor Ubara repeats his participation with Dorada after his participation in the campaign carried out during the Carnival together with the humourist Aarón Gómez.
With their usual humour, the members of Abubukaka emphasise the importance of friendship. They give life to an original group of friends that, despite their different lifestyles, still enjoy a good time around Dorada beer.
The filming of the campaign was carried out completely in La Laguna, Santa Cruz de Tenerife and Almáciga and its design, as well as the production, have been done by Arco Inside and La Créme Films.
About Compañía Cervecera de Canarias
Compañía Cervecera is one of the main national breweries and one of the main engines in the economical and social development in Canarias; it boosts the creation of 7,000 jobs, it is shareholder of several companies in Canarias, and it gives priority to local supplies in order to carry out their production. The company, which is part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which are approximately 30% of the total and are represented with two members in the Board of Directors.
Compañía Cervecera produces its own brand of beer Dorada and Tropical, and under licence Carlsberg; it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Smithwick’s. Also, it has other beverages such as natural drinks Appletiser and the energetic drink Red Bull.
To download the video of the advert of the campaign, click on the following link:
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 31st of May 2013.