PERU: Ajegroup targets beer market - report

By just-drinks.com editorial team | 23 March 2007

Ajegroup is looking to enter its domestic beer market, according to reports.

The Peruvian multinational drinks maker is planning to enter beer markets in and around - and starting in - its home market. Citing company CEO Angel Ananos yesterday (22 March), Reuters said that Ajegroup will spend up to US$35m on its beer plans.

"Taking 10% of the market that is growing at 20% is not too aggressive," Ananos told the press service. The new beer unit would have the capacity to meet 15% of Peru's market, Ananos continued.

The Peruvian company, which is majority-owned by the Ananos family, makes and bottles soft drinks in seven Latin American countries, including Mexico, Peru and Venezuela.

Ajegroup, which also has operations in Thailand, sells a range of soft drinks, including flagship brand Big Cola.

Sectors: Beer & cider, Soft drinks, Water