New Market Study, "Beer in Bolivia", Has Been Published
The multi-national SABMiller introduced a beer produced in Peru to be sold in Bolivia only. The Cordillera brand is distributed by Aidisa Bolivia with good marketing support. Upon its introduction in the last quarter of 2011 the company began a strong campaign of television advertising targeting middle- and high-income male consumers. The company also sponsors events that attract these population groups. This is quite an important move, because previously the leader in beer enjoyed exclusivity...
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