Backus increases domestic market share to 86%
23 December 2008
Lima, 18th December 2008. In the month of November, the Backus Group's beer brands achieved a market share of 86%, which represents a 5% increase over the last year.
The brand which has seen the most sustained growth in recent months is Cusqueña, which increased its market share from 7.4% in April to 10.6% in November. The Cristal brand continues to lead the market in Lima, with a share of almost 55%.
These results demonstrate the effectiveness of the group's strategy of segmenting its brand portfolio, aimed at achieving a higher-value market share and increasing the share of Premium brands.
According to CCR, Ambev Peru (Brahma and Zenda) has a market share of 8.5%, whilst Grupo Aje's Franca beer has seen a steady fall over the last 12 months from 8.34% in November 2007 to 3.18% in November this year.
For more information, please contact:
Cecilia Quevedo/ Dora Vallejos
Backus Communications Bureau - 311-3000
Magalli Pacheco/ Juan Carlos Llanos
Llorente and Cuenca - 222-9491