http://www.beverageworld.com/beverageworld/cp/drinktec/drink_trends/article_display.jsp
A Peruvian upstart, Kola Real, has consolidated its expansion in Venezuela and Ecuador -where it holds slightly more than 10 percent in each market- and has moved north to Mexico to take on Coca-Cola and PepsiCo. In less than two years in Mexico, Kola Real, produced by Peru's Ananos Industries, has managed to grab 4 percent of the Mexican market with its low-cost Big Cola brand. Coca-Cola and PepsiCo have responded by cutting their prices and, Kola Real charges, have used strong-armed tactics to keep its products off the shelves of mom-and-pop stores. Kola Real's goal is to capture 5 percent of the Mexican market, which would be equivalent to its sales at home and in Ecuador and Venezuela.
Lucien O. Chauvin
http://www.americas.org/item_460
Mexico
Coca-Cola 70 percent PepsiCo 21 percent Kola Real 4 percent
Peru
Coca-Cola 35 percent PepsiCo 11 percent Kola Real 19 percent
Ecuador
Coca-Cola 78 percent PepsiCo 10 percent Kola Real 10 percent
Sources: Beverage Digest; Kola Real
http://www.mexconnect.com/MEX/lloyds/llydeco0804.html
The success of Ajemex, a subsidiary of Peruvian firm Cola Real, in bottling and marketing Big Cola in Mexico has convinced the parent company to move its headquarters to Mexico to oversee operations throughout Latin America.
Ajemex entered Mexico in 2002, and its Big Cola brand has captured about 5% of the huge domestic market for soft drinks, which is dominated by Coca-Cola (70%) and PepsiCo (15%). Mexico's soft drinks market is the second largest in the world in terms of volume, and the largest in terms of per capita consumption (110 liters a year).
Ajemex expects Big Cola to hold a 10% market share by 2009. The firm's success has resulted in plans for a second bottling plant, with three northern cities considered front runners for its location: Monterrey, Durango and Saltillo. To keep pace with likely demand, the plant, with an annual capacity of 50 million cases, must be operational by early next year.
In the next phase of its growth, Ajemex is planning to introduce its own brands of low-priced isotonic sports drinks and bottled water.
Various
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