According to information issued by the newspaper El Tiempo, Bavaria is filing with the Superintendence of Industry and Commerce, SIC, its coalition with the National Soft Drink Industry (Indega), Embotelladora de la Sabana (Embosa), Beverage Transportation Company (Transbeb), Commercial Services Company (Atencom) and Coca-Cola Drinks from Colombia in order to strengthen the marketing of its products.
The strategy would obey the growth that Central Cervecera de Colombia, CCC, has been having, signature derived from the union between Postobón and Compañía de Cervecerías Unidas de Chile.
The CCC includes beers such as Andina and Heineken, brands that have been strengthening its presence in the market with a percentage increase of 2.2 points, going from 1.7% in 2018 to 3.9% in 2019, the newspaper added.
And although it is a minimum percentage if one takes into account that Bavaria is a broad dominator in sales, it felt the rebound of its competition going from 95.2 to 92.8% in this area, which affects its finances and makes it necessary an action to regain lost ground.
For now, the alliance is in the application phase with the SIC, But the logistics necessary for the new conglomerate to take its first steps in the country are already in progress.
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