2024-01-25 01:44:22
One of those obstacles, says Haex, is the “lack of competition” in the beer market. “Unfortunately in Peru it is like that, there is a monopoly. We want to capture part of that pie (of the beer market), but it is very difficult, in a situation in which there are practices that inhibit us from entering some stores. That has not changed and it is difficult to reach the traditional channel,” he explains to Gestión.
It is hard but not impossible. Despite this, his sights are set on the winemakers who, Haex assures, are increasingly looking for them due to two basic reasons. “Either because their neighbors are demanding our brands or because they don’t like how the competition is behaving, and they don’t want to continue accepting only one company’s portfolio. It is the power of brands, so I recommend Peruvians continue asking for our brands,” added the executive.
READ ALSO: World brewers will benefit from increased prices for consumers
Thus, the brand born in Amsterdam is offering wineries its portfolio made up not only of Heineken but also of Tres Cruces, Pum Pum (an extension of Tres Cruces) and Amstel.
Meanwhile, a different relationship occurs with the modern channel, since they are present in all the large supermarket chains. “The challenge is to grow with them, so we are working together, establishing specific plans with each one,” he says.
Faced with a lower spending consumer
Among the goals set for this year, Heineken wants to strengthen its four brands with presentations in line with demand, given that the recession and low growth are driving the consumption of returnable bottles and canned beers.
“The recession is causing people to have less money in their pockets, so they are looking to spend less or buy more beers at lower prices. Given this, large returnable bottles (are) gaining weight in our portfolio. That is why we launched Heineken a month ago in a 600 milliliter returnable bottle, as well as canned presentations, which are less expensive,” he argued.
These actions, added to its growth in the traditional channel, will allow the brand to continue gaining market share. “If we continue doing things well, as we are doing, we will get there. For now, our goal is to focus on consumers.”
READ ALSO Industrial and craft breweries come together to elevate consumption occasions
Market vision
The executive projected a better performance for the beer industry this year, given that there was a slowdown last year. He also acknowledged that in 2023 there was a marginal adjustment to the price of his beers due to the increase in the cost of inputs and freight.
Price adjustments have not yet been established for this year: it will depend on external and internal factors. Although he asserted that his brands – especially Heineken – are not aimed “at those who have more money, on the contrary it is a luxury that everyone can afford.”
“Our intention is to ensure that we have a portfolio of beers with an affordable price. We are not whiskey, so we want the price to reflect the value of the brand and the product,” she argued. One factor that worries him is a possible increase in the Selective Consumption Tax (ISC) on beer, which was not carried out last year, which might have an effect on the sales price to the consumer.
“We respect what the Government defines, but I am very concerned regarding the effect that these measures may have in the situation in which we are in recession and in the presence of a Niño phenomenon. Obviously, if taxes go up, the price of beer will go up. It is what it generates, since it is a quite sensitive category,” he remarked.
New brands in sight?
Haex highlighted that it continues to evaluate the possibility of including another additional brand to its portfolio for the Peruvian market of the 300 that are deployed around the world. The evaluation involves understanding what Peruvian consumers are looking for.
“It is a detailed evaluation. Look at the competition: they released Pacífico beer and they are already withdrawing it. We cannot launch for the sake of launching, so we need to know what the consumer wants. In the past we have launched brands like Tiger, which did not work,” he clarified.
Regarding its Huachipa plant – where Amstel and Tres Cruces are produced – it is planned for the next twelve months to improve its equipment to maintain “the quality of the beer, which is why we are investing multiple million euros for it.”
READ ALSO Heineken will invest US$ 458 million in a new brewery plant in Mexico
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