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Mariana Muntz
  • 34, Female
  • Buenos Aires
  • Argentina
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Buenos Aires
Where do you work?
la comunidad

Comment Wall (7 comments)

At 10:48pm on October 19, 2007, Manolo said…
Conociendo gente de los pagos...

At 7:15pm on October 23, 2007, Daniel Mejia said…
Hola Mariana, como va? Si te interesa, recien cree un grupo en Facebook llamado Colectivo Planner, con la idea de crear un espacio exclusivo para planners de iberoamerica... Ya somos 20, pero que bueno que pudieramos ser mas. Saludos. Daniel.
At 10:10pm on November 15, 2007, Kirsty Angus said…
Hi Mariana, I am the wrong person to ask sorry, I do not know enough about that category. Apologies!
At 11:34am on November 16, 2007, Michael Johnston said…
I will have a go. The markets are quite different

The strong beer category as you put it (5%ish) is divided into premium and non premium. This is local beers (non premium) up against internationals like Heineken and Corona. Premium beers continue to grow in Aus why the non premium locals continue to drop in sales volumes. But the premium market is now starting to include local versions and a lot more internationals from europe and even more so asia. Just before I left they were expecting Brahma to be really competitive with the leading premium beer Corona. But i think that it just made the market even more fragmented.
then secondly you have quite a big light beer market. Which is around 2.5-3%. This market has been on a reasonable growth for a few years. It tends to be a little older and more at home drinking (my dad drinks it). Where the premium is all about in bar and the image they create. These now tend to be seeded first allowing the audience to discover them as there has been quite a few failed big launches. So they take their time and launch them slowly these days.There has also been an outbreak of low carb alternatives. They have been in the country for quite a few years. But in the last two I believe their volume has increased considerably. Also boutique beers from small breweries are becoming very big. A group of friends of mine started their own which is doing very well. The big distributors have been buying up small breweries and you are starting to see more and more of these on tap in bars in the cities. After a few conversations with people in the US. I believe this is quite big there. Local breweries in some states are the leading beers

My knowledge is a little less for the UK as I have never worked on a beer brand here. But you are starting to see more 3.5-4% brand extensions launched. So heineken, becks and quite a few other brands are launching slightly less alcohol variants. They are also getting an onslaught of european and asian beers in the 5% area. The bottle beer world here isnt as big as it is in Australia. The key beer distributors will continue to win as there is huge volume in tap beer and the move to more bottled beers is very slow. Key categories I think would be

Lager - huge volume and usually international... so fosters, budweiser, Stella, are the leading brands
Stouts - other than guiness - quite small
Ales - Usually locally produced and when you get out of the cities you tend to see a lot more of these

Launching a beer in each country would be very different. The beer market in AUS is very image conscious where as not as important here in the UK

hope that helps and I didnt woffle on too much
At 1:52pm on November 19, 2007, Michael Johnston said…
no worries

good luck
At 2:54pm on November 21, 2007, Paul Livingstone said…
I haven't lived in Australia for a while, so my opinion/knowledge would not be helpful for you.

At 6:10am on March 17, 2010, Laura Laser said…
I am a recruiter in Los Angeles who specializes in advertising and I have a great opportunity with one of my agencies in Los Angeles area who is looking for a Bilingual (Spanish/English) Planning Director to work on major US Brands. They will sponsor the right person! Please let me know if you might be interested in learning more about this exceptional opportunity. Thanks so much.

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