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For Mexico, Cerveza Corona launched the “México Mada” initiative, with which it seeks to generate a change in the way society perceives itself and the world.
It is estimated that a little over 177 million kilolitors of beer were consumed worldwide last year.
On average, a Colombian consumes just over 51.4 liters of beer per year.
No culture would be complete without gastronomy and drinks, since these are a fundamental part of society’s behavior, whether or not they were born within their land, because with the passage of time, society takes over and converts his to any drink, such is the case of the classic mojitos, piña coladas or beer, a drink that has remained the number one in terms of consumption worldwide, an aspect for which it can be used to claim the culture of each country, as demonstrated by a Colombian brewery after making the initiative “Si somos” known.
The global beer sector is of such an impact, that it is estimated that in past years worldwide a little more than 177 million Kiloliters were consumed, that is, one billion liters, this according to what was indicated by Kirin Holdings, being the case of Mexico one of the most particular, since it holds the number 3 position in terms of consumption of this drink, since it is estimated that per capita consumption is at least 60 liters of beer per year.
While countries like Colombia, record that on average a person consumes just over 51.4 liters of beer per year, a figure that represents an increase of at least 18 percent compared to 2021 and up to 34 percent, compared to to what was registered in 2020.
“If we are” the strategy of a Colombian brewery to vindicate its culture
It is due to the great impact that beer can have on society, that now Eagle Beer presents: “Sí Somos”, a new creative concept and communication platform, since this is one of the most iconic beers in the country, it seeks to remind Colombians that we have more in common than what differentiates us, inviting them to discover together what that we really are.
“Yes I am” is part of the conversation and popular culture of young people, basically it is the expression to reflect that feeling of identifying with something. For this reason, the brand that unites Colombians through its joyful spirit champions this movement, not from the individual, but from the collective, inviting us, as a country, to rediscover what really #YesWe are.
“Completing 110 years brings with it the history of a brand that was born and evolved with Colombia. What better way than to commemorate how together we have lived through the national fairs and holidays, the Colombian team and in general football, joy and the music of our country than by sending an optimistic message that demonstrates that union, but above all being present, which Today we are.” said Diego Pomareda, director of Cerveza Aguila.
The new creativity, which will guide the brand’s communication for the next three years, will have its great launch through an inspiring commercial, where several characters meet to discuss a topic of great importance, but which in the end invites us to rediscover that we really are as Colombians: from how we know how to turn a tusa into a party, how we live soccer with passion whether we win or lose, how the “tranqui plan” is the best plan of all, to how we put together a party so we don’t have to Cow.
These types of strategies are added to those carried out by brands such as Cerveza Corona, which in recent years launched the “México Manda” campaign, with which it seeks, from drinking, to change the way of thinking of Mexicans, betting on vindicating their values and the way in which they perceive themselves and the world.
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