Chile: CCU’s Cristal beer dominating the market with brand value of US$564 million this year

Cristal beer brewed by Compañía de Cervecerías Unidas (CCU) is Chile’s leading beer brand and the nation’s 15th largest brand overall, according to BrandZTM Top 50 Most Valuable Latin American Brands 2012 report.

Cristal’s brand value is estimated at US$564 million this year.

The Cristal brand has been a market share leader in Chile for the past 20 years thanks to heavy and consistent advertising support that positions Cristal as a Chilean brand. It is regarded as the flagship brand of Compañía de Cervecerías Unidas (CCU) and in 2011 accounted for 45 percent of the company’s beer sales in Chile.

The origins of the Cristal brand date back to 1850 when Chile’s first brewery was opened in Valparaíso by don Joaquín Plagemann. It later merged with other brewers and in 1902 became Compañía Cervecerías Unidas SA.

In 1992, the company’s shares began trading on the New York Stock Exchange under the symbol CCU.

02 November, 2012