we have always supported many
activities, but since 1995 we have
brought those activities together
within one institution
Complementary
The brands
JULIO CUESTA
commitment the Cruzcampo Foundation was set up in 1995. This
foundation provides financial support for all sorts of activities in
the areas of culture, education, research, sport and the
environment. "We have always supported many activities, but
since 1995 we have brought those activities together within one
institution. The foundation is now being used as a platform to
present and profile ourselves towards the community. For
example, we have the annual prize for the best flamenco artist.
Flamenco is a real art form in Spain. That prize, El Compas del
Cante (the rhythm of singing), is regarded in the flamenco world
as being on a par with a Nobel Prize," says Mr Cuesta.
In view of the market position held by the two breweries, it was
clear that a merger between El Aguila and Cruzcampo would be
complementary. Both parties held strong trump cards which, once
combined, would result in a superb brand portfolio and enhanced
market strength. At the time of the merger El Aguila was the
number three player on the Spanish beer market with an output of
4.3 million hectolitres. It had strong brands: Fleineken of course,
the number one in the premium segment, Aguila Amstel which is
positioned in the mainstream segment and is well represented
specifically in the provinces of Valencia and Cordoba and, last but
not least, Buckler, market leader in the non-alcohol segment, a
segment that is performing well in Spain.
Particularly thanks to its volume of sales in Andalusia and the
Basque provinces, Cruzcampo was already Spain's biggest brewer.
In 1999, Cruzcampo sold a total of over 6.1 million hectolitres of
beer, of which 4.3 million hi was accounted for by the Cruzcampo
brand. Cruzcampo's portfolio also included Kaliber (a non-alcohol
beer) and several regional brands.
The outcome of the merger is a brand portfolio that is the envy of
many a marketeer: Heineken as number one in the premium
segment, Buckler as number one in the non-alcohol segment and,
PAGE 19
