Craft beers are betting on the general public – 15/07/2018
World
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Premium beers seek to reach millennia and expand their distribution network to reach a mbad audience. Patagonia, Kunstmann and Otro Mundo are among the brands that are established in supermarkets and bars .
Armin Kunstmann is the owner of the brand that bears his name and this winter he is betting on Bariloche. The Chilean brand is badociated with the conglomerate of CCU drinks, which allows it to have a wide distribution network. With the main plant of Valdivia, Chile, and a microbrewery in Playa Bonita, they produce on Argentine soil 10% of the 5,500 hectoliters that they sell annually in our country . superharina to eat "src =" https://images.clarin.com/collections/static/lazy_square.svg "data-big =" https://images.clarin.com/2018/06/29/Hyj9lfEMX_290x290__1.jpg " data-small = "https://images.clarin.com/2018/06/29/Hyj9lfEMX_110x110__1.jpg" observe = "" data-observer-function = "loadLazyImg" />
Kunstmann says that part of the expansion strategy is underpinned in beer bars. They already have three in Chile, they have just inaugurated one in Bariloche and by 2019, it is planned to arrive in Buenos Aires
The company exports 5% of Uruguay, Paraguay, Colombia, Brazil and Spain. "There are business opportunities to export 20% of production." Kunstmann states that in Chile the consumption of craft beer reaches 3%, while in Argentina it is 1%. "In Chile, we had access to good distribution channels, which in Argentina is very complex for the craft industry.Through CCU we can be in many supermarkets that help us grow in volumes." [19659005] "Always the most requested variety is the new one.This is what millennials are looking for," explains Kunstmann.That's why they do experiments like the recent "collaborative kitchen" in Bariloche, in which they have summoned other master brewers to create something new. "We want the customer to have experience with the brand, that he goes through the factory, learns the preparation and takes off a bit from memory: a hat, an apron, a glbad. "In the summer, merchandising represents 40% of the turnover of the Valdivia factory " Our bet is to build the distribution and export, "says PabloFazio, CEO and founder of Otro Mundo Brewing Company. "We are present in almost all national supermarket chains and now we are developing very strongly regional chains, which have interesting coverage. We want to continue cultivating in local cbads ", says he
They produce 20,000 hectoliters a year. "We had a lot of avatars, but for three or four years we grew by 40% in volume." Faced with the power crisis from purchase, Fazio says that "a drop in consumption is felt, especially in all that is gastronomy. But it also happens that when there is no money to travel or eat out, people get small and luxurious possible : have a beer that they like or have buy a cheese. "Otro Mundo exports 5% of its production to Europe, the United States, Hong Kong, Uruguay and Paraguay." One of our main objectives is to grow on a regional scale, "says He
Mariano Toledo is General Manager of Patagonia Beer. Two years ago, the brand – which belongs to the global giant Ab Inbev – opened a bar and microbrewery with a production in sight at Circuito Chico, Bariloche. They produce 17,000 hectoliters a month . "In 2017, we have doubled the volume and this year we hope to continue to consolidate," he says.
In addition to relying on the distribution provided by Ab Inbev, they seek proximity to the consumer by opening "Refugios" cities like Buenos Aires, Cordoba, Rosario and Mendoza. "In the Refugios, the varieties of beer that are served from faucets are still a novelty ," Toledo emphasizes.
