E-Malt.com News article: Peru & Chile: Peru’s Cusqueña beer enjoying increasing demand in Chile

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, SABMiller, Backus’ parent company, reported on January, 10.

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.”

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.


16 January, 2013