Under the idea of generating a new category in the Peruvian market, Coca-Cola launched together with Arca Continental-Lindley, its exclusive bottler in the country, Topo Chico Hard Seltzer, its first product in the category of alcoholic beverages that it brings to our country .
This brand adds to its portfolio under the tonic of being a ready-to-drink drink. Gabriel Chávez, Marketing Manager of Coca-Cola Peru indicated that the category Hard Seltzer “Has come to stay” and that in the world competes with Premium beers and other options on the market.
“It has a low percentage of alcohol, carbonated water and a natural fruit flavor. If we talk about occasions of consumption, it adapts very well to welcome the summer, see the series that you do not want to miss, at the end of a day of work or classes, and even before the previous ones at night ”, referred.
To its turn, Alberto De La Garza, Commercial Director of Arca Continental – Lindley, explained that The Hard Seltzer category was launched in the United States market in 2013 and seven years later it has revolutionized the consumption of carbonated low-alcohol beverages.
“Worldwide, this category has grown exponentially, going from moving in the United States from US $ 60 million to US $ 3 billion. In other markets such as Mexico and Europe it has been a success and we hope it will be a rage in Peru “said the executive.
It should be noted that the brand is part of the family of traditional Topo Chico mineral water that was born in Mexico more than 125 years ago and is a popular mixer used by bartenders.
For Chávez, this category could attract the public that is looking for a more refreshing and light alternative to other alcoholic beverages that are currently on the Peruvian market. “Our expectations are great in the country and with many prospects for expansion “, he commented, noting that Peru is one of the first countries to put Topo Chico up for sale.
The idea with Topo Chico Hard Seltzer is to attract young people from 21 to 30 years old, “but also to the young at heart, avant-garde people, who value their close groups, seek novelty, value experiences about things and want to look and feel good ”, was what De La Garza pointed out.
The offer in the Peruvian market will be through 355ml cans in three different flavors: pineapple, lemon lime and guava strawberry and its sale is taking place in the main supermarket chains, convenience stores, supermarkets and liquor stores in the capital. This new drink can also be purchased through the delivery applications.
“We hope to be present in other spaces of the traditional channel and expand to the rest of the cities in a progressive way”De La Garza commented, adding that the price will be S / 5.
The new product debuted in September in selected cities in Mexico and Brazil, including Rio De Janeiro, Sao Paolo, Mexico City, Acapulco and its hometown, Monterrey. It is now reaching Peru, along with other markets in the region, such as Chile and Costa Rica; and will continue to potentially expand into other markets.
It should be noted that in the month of October (Management 26.10.2020), Coca Cola Company announced its entry for the first time in the category of alcoholic beverages, precisely with Topo Chico Hard Seltzer. They had already anticipated that the global launch, after conducting various tests around the world, would begin in the last quarter of 2020 in Latin America to continue in the US during the first quarter of 2021.