Danish Brewery Harboe Targets Brazilian Market
Danish brewery Harboe is increasing investments in Brazil, to make the South American country, one of its top 10 markets by 2020.
Currently present in 90 countries, Harboe has factories in Denmark, Germany and Estonia, producing 4 million hectoliters of beer per year, of which 1 million are exported.
The manager of Harboe, for Europe and North America , Tomás González Viganó, told Brazilian daily “O Globo” that the goal is to distribute up to 20,000 liters of its international flagship brand, Bear Beer, within a year.
Investment in marketing will be the key for Harboe, as the brand is not yet known by the general public, contrary to Belgian and German beers.
According to Viganó, a partnership has already been signed with Sao Paulo-based distributor, Poli Alimentos, initially targeting young consumers in Rio de Janeiro and Sao Paulo. Later on, Harboe plans to expand to the Midwest and Northeast.
Average prices will be between BRL 12 (€3.40) and BRL 15 (€4.30). The Beer Bear products are premium brews and free from additives and preservatives.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.