Heineken enters the competition in the Ecuadorian beer market with the local production of its brand in a plant in Guayaquil.
The entry of this Dutch brand comes after having acquired in 2019 a majority stake in Biela y Bebidas del Ecuador SA from a local group of investors.
Biela is part of Cerec Holding Company , which in 2017 acquired the brands Zenda, Dorada, Maltín and Biela, which were from Cervecería Nacional (CN). Cerec participated in an international tender to obtain the asset package for a divestment arranged by the Superintendence of Market Power Control , in May 2016, after the merger of InBev and SabMiller (AB InBev), majority shareholder of CN.
“Among our main objectives of Heineken Ecuador is to guarantee the stability of our teams, as well as to generate new business opportunities for external collaborators,” Ludovic Auvray, CEO Heineken Ecuador , said in a statement .
In addition to producing its brand, Heineken Ecuador will continue marketing Biela beer, which has two presentations.
Last year, when the deal was finalized, Heineken had anticipated that it planned to brew its beer in Guayaquil in addition to marketing its portfolio of premium and international brands.
The Dutch firm noted that the Ecuadorian beer market presented a promising opportunity, with a size of 6 million hectoliters per year and a relatively low per capita consumption of 39 liters compared to other South American countries.
The company announced this week that it will operate in accordance with its global values and is actively working to create opportunities for women who collaborate with the company internally and externally.
Heineken is a family business, whose group has a portfolio of more than 300 international, regional, local and specialized beers and ciders. (I)