Portugal & Angola: Empresa de Cervejas da Madeira wants 5 % of Angolan beer market in 2006
Empresa de Cervejas da Madeira, the third largest Portuguese beer company, wants to make Angola its main export market and reach a market share of 5 % this year, the company’s president told Macauhub Tuesday, March 14.
According to Sousa, the move into Angola is not “an attack” on the other Portuguese beer brands as “there is room for all the brands, given the expected growth rates.” If forecasts for the Angolan market are correct, the new market would account for 10 percent of Coral’s overall sales, he said.
Miguel de Sousa said that growth of his company would involve increasing promotional activities, namely a new advertising campaign which had already been launched in Luanda and Lobito, and increasing the logistics and distribution network.
The 5 percent share, he explained, was the equivalent of around 2 million liters of beer,m and only when the beer reached sales of around 10 million liters would it be “interesting” to set up a factory in Angola, which would be only the second the company had on foreign soil, after one in Cape Verde.
“We have been invited to associate ourselves with local producers, but we don’t know the market well enough and we have chosen to wait,” Sousa told Macauhub in Lisbon. Investments in Angola, he said, would depend on “how things go over the next two to three years,” in terms of sales.
Founded in 1872, Empresa de Cervejas da Madeira is currently the third largest Portuguese beer company after Unicer and Centralcer, which are also present in Angola, competing in the market with local company Cuca.
The company’s other main markets are Great Britain and Venezuela, due to a large number of Madeiran emigrants living in those countries. In Cape Verde, Coral is currently the market leader, with a 40 percent market share, Sousa said.
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