The company Cervecería Cubana S.A., which produces Parranda beer, reported that it changed its distribution strategy after the loss of several of its batches that They arrived on the market in poor condition due to poor storage..
The new commercialization and marketing strategy aims to ensure that the product is stored for the shortest time possible, as explained to ACN Ignatius Diaz Fonseca, senior sales specialist.
The report from the official news agency indicated that the “new strategy” pursues the objective of allowing the Parranda consumer to “acquire it as soon as possible”, avoiding intermediaries and distribution circuits that could affect the product due to “weather conditions.” existing in Cuba, that no one can control.”
The company's marketing director Royal Swinkels Family Brewers y jefa de E-commerce de Parranda, Sophie Jacobs, stated that they have a team that trains product sellers and that the beer produced in Cuba involves “education, tasting and partying.”
After a year of stay in Havana, Jacobs stressed the company's interest in consumers "learning correct tasting so that they appreciate the quality" of Parranda, a beer created from the alliance between the Cuba Ron company and the family Swinkels Brewers, a Dutch company known for the Bavaria, La Trappe and Hollandia line.
For his part, the brewmaster Jose Zapatero He highlighted that quality is the main point of the product: “a Modern Pilsner-type beer with 4.8 percent alcohol, golden in color and crystalline that, in addition to malt, has soft citrus notes and light floral tones.”
This “light formula takes into account Cuba's climate,” said the specialist, highlighting that before going on the market, Parranda beer passes “more than 130 quality tests.”
Even so, the distribution routes implemented by the company did not prevent batches of the product from being recently in poor condition due to poor storage.
According to the official report, the beer produced by Cuba Ron and the Royal Swinkels Family Brewers is giving “personalized response to those customers who reported problems with the product.”
Cervecería Cubana S.A., a mixed capital company located in the Mariel Special Development Zone (ZED), sells Parranda beer at 1.20 for a 500 milliliter bottle and 2.95 for a 1.5 liter bottle.
More than 100 million dollars were invested to create the company and it will be capable of producing more than one million hectoliters per year, according to what was stated. Arnoud Van Schaik, general director of the Parranda factory.
In addition to Parranda beer, the facility will also produce and market beverages with alcoholic and non-alcoholic malt bases, as well as other energizing drinks.
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