Beverages in El Salvador: Economic Concentration Approved

The Coca-Cola Company authorized the concentration consisting of the acquisition by The Coca-Cola Company of the brands Oasis and Cristal and other distinctive signs that protect bottled water products, as well as the granting of a bottling and distribution contract for such products to La Constancia.

Monday, July 15, 2019

The Superintendence of Competition reported that this contract will allow La Constancia to bottle and distribute the products of the mentioned water brands, under the terms that it already does with other brands of non-alcoholic beverages owned by The Coca Cola Company (TCCC) and that are marketed in the Salvadoran market.

You may be interested in "Bottled Water: Purchases at the End of 2018” and "Beverages: Consumer Trends and Preferences

From the Superintendence of Competition statement:

July 12, 2019. On July 3, 2019, the Board of Directors of the Superintendence of Competition authorized the request for economic concentration originally filed on October 26, 2018 by La Constancia, Ltda. de C.V. and The Coca-Cola Company, having completed the necessary documentation to review the request, in accordance with articles 33 and 35 of the Competition Law and 25 and 26 of its Regulations, on April 4, 2019. The notified transaction consists of:

1) The acquisition by TCCC of the brands "Oasis" and "Cristal", which protect bottled water products owned by La Constancia, as well as the other distinctive signs related to such brands through the granting of a purchase agreement.
 
2) The granting of a bottling and distribution contract between TCCC and La Constancia so that La Constancia produces, bottles and distributes the products of the Oasis and Cristal brands, in the terms that it already does with other brands of non-alcoholic beverages owned by TCCC that are commercialized in the Salvadoran market.

Read full statement (In Spanish).

More on this topic

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From a statement issued by the Superintendency of Competition (SC):

June 19, 2018. Following the conditions imposed by the Superintendence of Competition (SC) for the authorization of the purchase of SABMiller plc (SABMiller) by Anheuser-Busch InBev (AB InBev) in El Salvador, by resolution of June 13, the Council Director of the Superintendence of Competition (CDSC) granted approval for Cervecería Salvadoreña, S.A. de C.V., to buy the brands Regia and Suprema and their related assets. This sale constitutes the main condition imposed by the SC. Through this action, the SC prevents the consolidation of a quasi-monopoly of beers in the country.  

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The Carlsberg representative for Central America and director of Group Pivo indicated that there are plans to import about 650 thousand liters next year, of which they hope to sell 260,000 in the region.

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