{"id":80006,"date":"2019-11-06T13:04:30","date_gmt":"2019-11-06T19:04:30","guid":{"rendered":"https:\/\/canal7slp.tv\/2019\/?p=80006"},"modified":"2019-11-06T13:04:30","modified_gmt":"2019-11-06T19:04:30","slug":"la-cerveza-corona-podria-producirse-fuera-de-mexico","status":"publish","type":"post","link":"https:\/\/canal7slp.tv\/2019\/la-cerveza-corona-podria-producirse-fuera-de-mexico\/","title":{"rendered":"La cerveza Corona podr\u00eda producirse fuera de M\u00e9xico"},"content":{"rendered":"<ul>\n<li style=\"text-align: justify\">La capacidad de producci\u00f3n de Grupo Modelo en el pa\u00eds ya no es suficiente para surtir la demanda mundial de la bebida<\/li>\n<\/ul>\n<p style=\"text-align: justify\">M\u00e9xico.- Recientemente, la belga Anheuser- Busch InBev anunci\u00f3 que la capacidad de producci\u00f3n de Grupo Modelo en M\u00e9xico ya no se da abasto para surtir la demanda mundial de su cerveza Corona, por lo que ya corren pruebas en otros pa\u00edses para manufacturar la bebida en algunos mercados clave donde piden la bebida de malta.<\/p>\n<p style=\"text-align: justify\">Actualmente la firma cuenta con plantas productoras en M\u00e9xico, Australia, Chile, Reino Unido y China.<\/p>\n<p style=\"text-align: justify\">\u201cEstamos expandiendo la producci\u00f3n de Corona a mercados selectos, lo que nos permite servir mejor a nuestros consumidores y clientes al tiempo que reducimos nuestra huella de carbono\u201d, inform\u00f3 Carlos Brito, director general de la firma.<\/p>\n<p style=\"text-align: justify\">Fuentes de Grupo Modelo comentaron a El Financiero que desde inicios de este a\u00f1o comenzaron a considerar la producci\u00f3n de la cerveza Corona fuera de M\u00e9xico.<\/p>\n<p style=\"text-align: justify\">\u201cBuscamos responder a la demanda, vamos a preservar el mismo proceso de elaboraci\u00f3n, las mismas materias primas y continuamos con el mismo legado de la marca, la decisi\u00f3n de fabricar Corona localmente nos permite incrementar la disponibilidad en el mercado\u201d, dijo Brito en conferencia con analistas.<\/p>\n<p style=\"text-align: justify\">La capacidad actual de producci\u00f3n de la cervecera en M\u00e9xico es de poco m\u00e1s de 70 millones de hectolitros anuales en sus ocho plantas en Zacatecas, Coahuila, Ciudad de M\u00e9xico, Guadalajara, Oaxaca, Sinaloa, Yucat\u00e1n e Hidalgo.<\/p>\n<p style=\"text-align: justify\">Entre enero y agosto de este a\u00f1o M\u00e9xico export\u00f3 2 mil 847 millones de litros de cerveza, un alza de 6 por ciento anual y 57.3 por ciento de ese volumen pertenece a Grupo Modelo, de acuerdo con datos del SIAVI de la Secretar\u00eda de Econom\u00eda y de Euromonitor.<\/p>\n<p style=\"text-align: justify\">De enero a agosto de 2019, los principales pa\u00edses a los que export\u00f3 M\u00e9xico fueron a Estados Unidos, Reino Unido, China, Canad\u00e1, Guatemala, Australia y Chile.<\/p>\n<p style=\"text-align: justify\">En estos pa\u00edses, a excepci\u00f3n de China, Corona se ubica entre las 15 marcas m\u00e1s consumidas y coincide con las naciones de mayor demanda que dio a conocer AB InBev, donde, adem\u00e1s, la empresa cuenta con plantas de manufactura.<\/p>\n<p style=\"text-align: justify\">\u201cHace sentido por costos y log\u00edstica para posicionar la marca en los otros pa\u00edses, y tiene sentido que sea en pa\u00edses de mayor demanda, donde tenga una buena participaci\u00f3n de mercado y ya cuente con mano de obra\u201d, consider\u00f3 Francisco Javier Orozco, profesor de empresas del Tec de Monterrey.<\/p>\n<p style=\"text-align: justify\">Orozco destac\u00f3 que en Australia, Corona tiene 6.1 por ciento de participaci\u00f3n de un mercado que pes\u00f3 mil 892 litros y es la cuarta marca m\u00e1s consumida, pese a enfrentar poco m\u00e1s de 2 d\u00f3lares australianos de impuesto, de acuerdo con datos de Euromonitor.<\/p>\n<p style=\"text-align: justify\">El a\u00f1o pasado, en Chile el volumen del mercado de cerveza ascendi\u00f3 a 965 millones de litros, del cual el 4.5 por ciento fue para Corona, que destac\u00f3 como la quinta marca m\u00e1s consumida en ese pa\u00eds.<\/p>\n<p style=\"text-align: justify\">Mientras que, en Reino Unido, la marca mexicana de cerveza se ubic\u00f3 en el pelda\u00f1o 13 con un 1.5 por ciento de participaci\u00f3n de mercado de la bebida de malta en 2018.<\/p>\n<p style=\"text-align: justify\">En tanto, en China, la compa\u00f1\u00eda tiene participaci\u00f3n de 0.1 por ciento y se sit\u00faa en la posici\u00f3n 40, un mercado pulverizado, principalmente por marcas locales, con 45 mil 498 litros en 2018, adem\u00e1s que en ese pa\u00eds la empresa enfrent\u00f3 a una copia pirata llamada Cerono que fue descontinuada en 2011. Actualmente Brito coment\u00f3 que ese mercado tiene crecimientos de doble d\u00edgito, al igual que Budweiser, que ya se produce en China.<\/p>\n<p style=\"text-align: justify\">\u201cEl reto m\u00e1s grande para Corona en China es incrementar su participaci\u00f3n de mercado, y el hecho de que llegase a producirse ah\u00ed tendr\u00e1 que hacer esfuerzos en mantener los est\u00e1ndares de calidad y cuidar su f\u00f3rmula\u201d, coment\u00f3 Laurence Newell, director general de Brand Finance America.<\/p>\n<p style=\"text-align: justify\">En el periodo de enero a agosto de 2018 y 2019, la exportaci\u00f3n de cerveza mexicana a China disminuy\u00f3 36 por ciento anual, al pasar de 94.2 a 60.8 millones de litros.<\/p>\n<p style=\"text-align: justify\">Corona lleg\u00f3 al portafolio de AB InBev en 2013 cuando se concluy\u00f3 la compra a Grupo Modelo, integrarse a una multinacional le dio a la cervecera mexicana una proyecci\u00f3n de exportarse a m\u00e1s de 180 pa\u00edses con un valor de marca por 4 mil 6 millones de d\u00f3lares este 2019, de acuerdo con Brand Finance America.<\/p>\n<p style=\"text-align: justify\">\u201cLa estrategia de producirla en otro pa\u00eds no creo que vaya a tener un efecto negativo sobre la marca, al contrario, le ayudar\u00e1 a incrementar la distribuci\u00f3n, es probable que las ventas crezcan de manera sustancial y el valor de marca podr\u00eda crecer entre 5 y 10 por ciento en los pr\u00f3ximos cinco a\u00f1os\u201d, estim\u00f3 Newell.<\/p>\n<p style=\"text-align: justify\">De esta forma la marca Corona pasar\u00eda de valer 4 mil 6 millones de d\u00f3lares a 4 mil 406 millones de d\u00f3lares entre 2019 y 2024.<\/p>\n<p style=\"text-align: justify\">Las marcas de Grupo Modelo en Estados Unidos son elaboradas y distribuidas por Constellation Brands, quien notific\u00f3 que sus productos continuar\u00e1n siendo 100 por ciento hechos en M\u00e9xico en sus plantas de Ciudad Obreg\u00f3n, Sonora; y Nava, Coahuila.<\/p>\n<p style=\"text-align: justify\">\u201cConstellation Brands no tiene planes de producir cerveza Corona, as\u00ed como ni una de sus otras marcas, fuera de M\u00e9xico\u201d, se\u00f1al\u00f3 la empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La capacidad de producci\u00f3n de Grupo Modelo en el pa\u00eds ya no es suficiente para surtir la demanda mundial de la bebida M\u00e9xico.- Recientemente, la belga Anheuser- Busch InBev anunci\u00f3 que la capacidad de producci\u00f3n de Grupo Modelo en M\u00e9xico ya no se da abasto para surtir la demanda mundial de su cerveza Corona, por [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":80007,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[],"class_list":["post-80006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finanzas"],"yoast_head":"<!-- This site is optimized with the 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