Alcoholic Beverages: More Competition in Costa Rica

Under the brand name of Topo Chico, Coca-Cola began to commercialize in the Costa Rican market a carbonated drink with alcohol, which belongs to the category known as "hard seltzer" or "spiked seltzer."

Monday, November 16, 2020

For now, the drink will be imported from Mexico, but Coca-Cola does not rule out producing it locally in the future.

In Costa Rica, Topo Chico Hard Seltzer will compete directly with "Adam & Eve", a product of the same category that is marketed since 2019 by Florida Ice, Farm & Co (Fifco).

See "Beer: Brands, Tastes and Potential Market"

According to specialists, this category of drinks is gaining ground among consumers. Catherine Krol, analyst of Euromonitor, said to Elfinanciero.com that "... the hard seltzer is an answer of the companies of soft drinks to the demands of the new generations, although its success can be limited."

Also see "Soft Drinks: What does the Consumer Think"

According to Juan Bernardez of White Rabbit FCB/Crea, "... the potential for growth is evident in the fact that beers are marketed mostly to men, and this leaves a latent market of women who can identify more with the image and promise of hard seltzers."

According to CentralAmericaData reports, at the beginning of the pandemic in all markets of the region, interest in alcoholic beverages decreased, but in recent months the number of Internet searches and digital interactions associated with the topic began to increase in all countries.

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