In Guatemala, the Embotelladora Los Volcanes, which produces and distributes Coca-Cola brand beverages, is executing expansion works at its industrial plant located in the department of Retalhuleu, a project that required an investment of $60 million and is expected to be completed in April 2021.
The project began in March 2019; however, due to the covid-19 outbreak, work was suspended and it was only in the second half of 2020 that work was reactivated.
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."
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).
Besides selling the beer brands Suprema and Regia Extra, the group Industrias La Constancia is preparing to also sell this year the business of distributing Coca Cola brand drinks.
The sale of the Coca Cola distribution business and its accompanying brands is due to a decision by The Coca Cola Company to secede from AB InBev, which despite being its partner in several countries, as in the case of El Salvador, also sells drinks under the Pepsi brand.
It is no longer just advertising. Marketing managers must operate in an integrated manner and demonstrate return on investment for every dollar they spend.
Many examples are showing that one of the first budgets to be trimmed in these times of crisis, is marketing. Against this backdrop, the emphasis is on continue communicating with clients and not abandoning efforts in this area.
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