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Chile Fact Sheets:
Agriculture and Agri-Food Sector
HS2203 "Beer Made From Malt"
Background:
| Fact | Notes |
|---|---|
| Population | 15.1 Million |
| GDP Per Capita | $US 5,000 (2000 est) |
| GDP Per Capita (PPP Basis) | $US 14,000 (2000 est) |
| Canadian Tariff Rate | 0% |
| Competitors Tariff Rate | 7%, flat tariff (2002); Exceptions: Mercosur 5.6% (2001), Mexico 0% |
| Taxes | 15% ILA Liquor Tax - Applied to all beers; 18% Value Added Tax (VAT) applied to all goods. |
| Consumption Statistics | On Average, Chileans are estimated to consume 26 litres of beer per year (2001 est), or a total national consumption market of 393 million litres. |
| Import Market Size | The Chilean import market for beer is estimated to be approximately $US5 million per year, based on recent trends (1999-2001). |
| Major Trends Evident | The major trend that is noticeable in the import market
for beers is the shifting to local production (Budweiser from the
U.S. to Argentina and Heineken to Chile). It is estimated that Compañía
Cervecerías Unidas (CCU) has a 90% market share of the Chilean Beer
market with Budweiser in its stable along with popular Chilean brews,
Crystal, Escudo, Royal and Austral. Imports of beers into Chile have declined by approximately 30% since 1998, primarily as a result of the consolidation of the market share of CCU as noted above. As a result of this consolidation, there is talk that CCU might be attractive to a major international brewery in the future, which could affect market entry by new beers. Looking outwards, with the possible entry of new "pre-mixed drinks", beer consumption might decline, however, expectations are that pre-capita consumption will remain similar to current levels. |
| Major Importers | 2 large importers followed by a number of niche products. The largest importer in Chile was the main brewery, CCU which imported $US 1.95 million worth of product in 2001. This was concentrated in the importation of "Budweiser" (99%). The second largest importer of beers was the Distribuidora Errazuriz. This company brought in $US 1.12 million worth products which was led by "Corona", and "Grolsch". Corona imports represented 87% of these imports. |
| Major Brands in the Market | Chile has a wide selection of imported beers, numbering over 20. However, the market seems to have been captured by Budweiser and Corona, with others taking a minor stake only. Recent new entrants include Tecate from Mexico and Bohemia in 2000. Heineken has now become a locally produced beer, dropping off as an import. |
| Canadian Brands in the Market | Canada is currently exporting "Unibroue" and "Moosehead" products to Chile. |
| Special Remarks | All food and beverage products are subject to "Servicio de Salud" sanitary requirements. Sanitary officials test the product prior to market entry so as to obtain a point of sale certificate. In Chile it is important that prospective entrants have competitive pricing in absence of a cohesive marketing strategy. |
Statistical Analysis of the Beer Market in Chile
| Country | 1999 | 2000 | 2001 | Total |
|---|---|---|---|---|
| Mexico | $1.56 | $1.46 | $1.45 | $4.46 |
| Argentina | $1.55 | $0.28 | $2.26 | $4.08 |
| USA | $1.83 | $1.64 | $0.01 | $3.48 |
| Holand | $0.94 | $0.19 | $0.23 | $1.37 |
| Germany | $0.46 | $0.54 | $0.27 | $1.27 |
| Peru | $0.36 | $0.31 | $0.15 | $0.82 |
| Panama | $0.15 | $0.18 | $0.01 | $0.33 |
| Canada | $0.14 | $0.10 | $0.07 | $0.31 |
| Brasil | $0.06 | $0.10 | $0.07 | $0.23 |
| Bolivia | $0.11 | $0.06 | $0.06 | $0.22 |
| Brand | 1999 | 2000 | 2001 | Total |
|---|---|---|---|---|
| Budweiser | $1.66 | $1.83 | $2.26 | $5.75 |
| Corona | $1.12 | $1.20 | $1.09 | $3.40 |
| Bohemia | $0.02 | $1.83 | $0.01 | $1.87 |
| Becker | $0.74 | $0.06 | $ - | $0.79 |
| Heineken | $0.57 | $0.00 | $0.00 | $0.58 |
| Quilmes | $0.43 | $0.01 | $ - | $0.44 |
| Brahma Chopp | $0.29 | $0.10 | $0.04 | $0.43 |
| Tecate | $0.11 | $0.09 | $0.19 | $0.38 |
| Austral | $0.18 | $0.20 | $ - | $0.38 |
| Moosehead | $0.12 | $0.09 | $0.04 | $0.24 |
| Top Distributors | 2001 |
|---|---|
| Compania Cervecerias Unidas S. | $2.27 |
| Distribuidora Errazuriz S.A. | $1.24 |
| Caso Y Cia.S.A.C. | $0.25 |
| Coca Cola Embonor S.A. | $0.14 |
| Comercial Chacao S.A. | $0.07 |
| Jose Canepa Y Cia.Ltda. | $0.06 |
| Bajo Cero S.A | $0.06 |
| Pibamour Ltda. | $0.06 |
| Cervecera Valdivia S.A. | $0.06 |
| Divima S.A. | $0.05 |
| Jose M.Feliu Sanhueza | $0.05 |
General Contact List:
Top 10 Importers and Canadian Contacts
Canadian Embassy - Santiago, Chile
Mr. Jean-Paul Lemieux
Commercial Officer
Nueva Tajamar 481, Torre Norte, Piso 12
Tel: (56-2) 362-9660 x 3360
Fax: (56-2) 362-9664
Email: santiago.commerce@dfait-maeci.gc.ca
Agriculture and Agri-Food Canada
Mr. Marcello G. DiFranco
Senior International Marketing Officer
10th Floor Sir John Carling Building
930 Carling Avenue
Ottawa, Ont K1A 0C5
Bus: +1 (613) 759-7753
Bus Fax: +1 (613) 759-7506
Email: difrancom@agr.gc.ca
Department of Foreign Affairs and International Trade
Mr. Robert Publicover
Chile Desk Officer
125 Sussex Drive
Ottawa, Ont K1A 0G2
Bus: +1 (613) 995-0642
Email: robert.publicover@dfait-maeci.gc.ca
Bajo Cero
Señor Enrique Bruzone
Gerente General
Av. del Parque 4680-A of. 505
Ciudad Empresarial - Huechuraba
Santiago, RM Chile
Phone : (56-2) 738-4507
Fax : 011 (56-2) 738-4512
Email : bcero@chilesat.net
Cervecería Valdivia
Señor Amin Kunstmann
Gerente General
Ruta T-350, #950
Niebla
Valdivia, V Región Chile
Phone : (56-63) 222-570
Fax : 011 (56-63) 222-570
Email : infos@cerveza-kunstmann.cl
Comercial Chacao S.A.
Señor Moisés Rozental Felman
Gerente General
Santa Rosa 5630
San Joaquín
Santiago Chile
Phone : (56-2) 525-2343
Fax : 011 (56-2) 525-2315
Email : ventas@comercialchacao.cl
Compañía Cervecerías Unidas (CCU)
Señor Patricio Jottar Nasrallah
Gerente General
Bandera 84 Piso 6
Santiago Chile
Phone : (56-2)670-3000 /3201
Fax : 011 (56-2) 670-3215
Email : btecnica@reuna.cl
Distribuidora Errázuriz
Señor Rodrigo Oyañedel
Gerente General
Av. La Montaña 776, Lampa
Santiago, RM Chile
Phone : (56-2) 460-0499
Fax : 011 (56-2) 376-5124
Pibamour Ltda.
Señor Carlos Pastene
Gerente General
Santa Elena de Huechuraba 1160
Casilla 14894, Correo 21
Santiago, RM Chile 658 2407
Phone : (56-2) 740-0440
Fax : 011 (56-2) 740-0483
Email : carlos.pastene@pibamour.cl
Caso y Cía Ltda.
Señor Gonzalo Bofill de Caso
Gerente General
Santa Elena 594
Valparaíso, V Región Chile
Phone : (56-32) 376 010
Fax : (56-32) 374 415
Email : caso_cia@entelchile.net
Coca Cola Embonor S.A.
Señor Fernando Grez Spikin
Gerente General
Av. Apoquindo 3721 Piso 10
Las Condes
Santiago, RM Chile
Phone : (56-2) 299 1400
Fax : (56-2) 206 7722
Viña Cánepa
Señora Lucciana Garibaldi
Directora
Camino Lo Sierra 1500
Cerrillo
Santiago Chile
Phone : (56-2) 557-9121
Fax : 011 (56-2) 557-9186
Email : canepayc.ialtd004@chilnet.cl
The Canadian Trade Commissioner Service
Comments? santiago.commerce@dfait-maeci.gc.ca
| Date Modified: 2002 04 02 | Important Notices |