13 October, 2005

Mexico: Mexican beer sales are to increase by 20% next year

C.V.S. Syndicate Co, the importer of Corona, projects sales of the Mexican beer to grow by 20% next year from 30,000 cases by the end of this year, even as the imported bottled-beer market remains flat, according to the Bankog Post of October 12. The increase is forecast to come from a switch by consumers to beer from whisky after taxes on whisky products were increased, which resulted in higher prices. Besides, more foreign tourists, a major customer group, are expected to visit the country next year.

At present, 70% of Corona beer's sales come from foreign tourists and the rest from local consumption. It plans sales to grow by 15% this year. Chutinant Bhirombhakdi, the president of C.V.S. Syndicate Co, a unit of Signha brewer Boon Rawd, is confident of achieving next year's sales target thanks to the image and popularity of the product. A budget of 10 million baht was spent for marketingin an effort to attract more Thai male drinkers and strengthen the company's total sales. At this time, most local drinkers of Corona are women.

In Thailand, Corona beer holds a 55% market share as the leader in the imported bottled-beer market. Sales of Corona beer were affected early this year by last year's tsunami, which led to a dramatic drop in the number of foreign tourists in Phuket, one of its key markets. Nevertheless, rising sales on Koh Samui have helped offset the lower sales.

Mr Chutinant said competition in the beer market had intensified, with the introduction of new brands, including Cheers by the brewer of Heineken at the end of last month.

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