Business Services Industry
Polar launches Solera Light beer.
South American Business Information, January, 2004
Venezuela, Jan 16, 2004 (El Nacional/SABI via COMTEX)
Cerveceria Polar brewery has introduced in the Venezuelan market the first light-premium beer with the brand Solera Light, distributed in non returnable blue bottles. Solera is to compete in the light segment that accounts for 75% of the domestic market where pilsen type beer has 25%. The launching of the light-premium beer required Polar to increase by 40% the 2004 advertising & marketing budget. Solera brand aims to winning 24% of the non returnable bottles segment, that together with canned beer represents 10% of the overall market. The returnable bottles segment represents 90% of the market. Solera Light is targeted to consumers between 18 - 35 years old, with purchasing power, since the beer is priced...
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