During the pandemic, Cervecería Nacional launched the brand Nuestra Siembra, a beer made with national raw materials, for which it benefits from a tax reduction which allows it to be sold at a lower price. Nuestra Siembra goes is produced through the project Siembra por Contrato (“planting by contract”), through which agricultural producers are assured to sell their production and are supported with the acquisition of agricultural machinery and improvement of best practices.
Heineken Ecuador inaugurated a production plant in Ecuador during the pandemic, where brands such as Biela, Sol and Heineken are produced. This has allowed the company to offer more competitive prices and expand the logistics chain so that products have greater visibility.
Competitors have looked for creative new ways to boost their products’ sales. In this regard, Heineken Ecuador has launched a campaign for consumers to personalise bottle labels with name stickers, so that they can enjoy gatherings at home together with their friends without the fear of confusing their drinks in order to avoid COVID-19 contagion.
The significant investment that Heineken Ecuador plans (USD100 million in five years) will allow it to continue invigorating the category and increase the per capita consumption in Ecuador over the forecast period. Consumers will have a greater choice of products going forward, which should drive both interest and sales.
The domestic economy lager category is expected to continue to grow sharply during the forecast hand in hand with the Nuestra Siembra brand. This is an opportunity to enlarge the size of the market; however, it is expected that a large part of this increase corresponds to the cannibalisation of the domestic mid-priced lager category.
Imported beer is expected to continue to increase its presence in the market going forward, especially in the modern channel. Imported beers increasingly have a greater economy of scale which allows them to offer more competitive prices.
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Understand the latest market trends and future growth opportunities for the Beer industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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