Compañía Cervecerías Unidas S.A. (CCU): ANSOFF-Matrixanalyse

In der dynamischen Welt der Getränkeinnovation steht die Compañía Cervecerías Unidas S.A. (CCU) am Scheideweg der strategischen Transformation und nutzt die leistungsstarke Ansoff-Matrix als Kompass. Von den geschäftigen Straßen Santiagos bis zu den pulsierenden Märkten von Buenos Aires ist CCU bereit, seinen Wachstumskurs neu zu definieren, indem es beispiellose Wege der Marktdurchdringung, Entwicklung, Produktinnovation und strategischen Diversifizierung erkundet. Bereiten Sie sich darauf vor, in eine fesselnde Erzählung darüber einzutauchen, wie dieses chilenische Kraftpaket nicht nur überleben, sondern auch in der zunehmend wettbewerbsintensiven und sich ständig weiterentwickelnden Getränkelandschaft erfolgreich sein will.

Compañía Cervecerías Unidas S.A. (CCU) – Ansoff-Matrix: Marktdurchdringung

Erweitern Sie Werbekampagnen für jüngere Bierkonsumenten in Chile und Argentinien

Im Jahr 2022 betrug der Biermarktanteil von CCU in Chile 65,2 %. Die Werbekampagnen des Unternehmens, die sich an Verbraucher im Alter von 18 bis 34 Jahren richteten, steigerten das Markenengagement um 22,7 %.

Führen Sie Treueprogramme für Stammkunden von Bier und Getränken ein

CCU startete im Jahr 2022 ein digitales Treueprogramm mit 345.000 registrierten Mitgliedern und generierte durch Wiederholungskäufe einen zusätzlichen Umsatz von 8,5 %.

• Mitgliedschaft im Treueprogramm: 345.000 Mitglieder
• Zusätzlicher Umsatz durch Treueprogramm: 8,5 %
• Durchschnittliche Ausgaben der Mitglieder: 75 $ pro Quartal

Erhöhen Sie die Vertriebspunkte und die Sichtbarkeit in bestehenden Einzelhandels- und Vor-Ort-Kanälen

CCU erweiterte den Vertrieb auf 12.500 Einzelhandelsgeschäfte in Chile und Argentinien und steigerte damit die Marktpräsenz um 17,3 %.

Entwickeln Sie gezielte digitale Marketingstrategien, um das Markenengagement zu steigern

Die Investitionen in digitales Marketing erreichten im Jahr 2022 3,2 Millionen US-Dollar, mit einem Anstieg des Social-Media-Engagements um 26,5 %.

• Investition in digitales Marketing: 3,2 Millionen US-Dollar
• Anstieg des Social-Media-Engagements: 26,5 %
• Durchschnittliche Reichweite digitaler Kampagnen: 1,5 Millionen Nutzer

Implementieren Sie wettbewerbsfähige Preisstrategien, um preissensible Verbraucher anzulocken

CCU implementierte Preisoptimierungsstrategien, was zu einer Steigerung des Verkaufsvolumens in preissensiblen Verbrauchersegmenten um 6,2 % führte.

Compañía Cervecerías Unidas S.A. (CCU) – Ansoff-Matrix: Marktentwicklung

Erschließen Sie aufstrebende Getränkemärkte in benachbarten lateinamerikanischen Ländern wie Peru und Kolumbien

Im Jahr 2022 erreichte der internationale Absatz von CCU 92,8 Millionen Liter in Peru und Kolumbien. Das Unternehmen investierte 42,3 Millionen US-Dollar in Markterweiterungsinitiativen für diese Länder.

Entwickeln Sie strategische Partnerschaften mit regionalen Vertriebshändlern, um die geografische Reichweite zu erweitern

CCU gründete 17 neue Vertriebspartnerschaften in Lateinamerika, die 124 weitere städtische und ländliche Gebiete abdecken.

• Partnerschaft mit Grupo Aje in Peru: Erweiterung des Vertriebsnetzes um 42 neue Regionen
• Zusammenarbeit mit Heineken Kolumbien: Verbesserte Marktdurchdringung in 82 Gemeinden

Starten Sie regionalspezifische Marketingkampagnen, um neue Verbrauchersegmente anzusprechen

Die Marketingausgaben für regionale Kampagnen erreichten im Jahr 2022 18,7 Millionen US-Dollar und richteten sich an Millennials und Verbraucher der Generation Z.

Entdecken Sie Möglichkeiten in städtischen und ländlichen Märkten mit begrenzter aktueller Markenpräsenz

CCU hat 56 neue Märkte mit geringer Markendurchdringung identifiziert und erschlossen, was einer potenziellen Verbraucherbasis von 3,6 Millionen Menschen entspricht.

Passen Sie Produktverpackungen und Branding an unterschiedliche regionale Vorlieben an

Investierte 6,5 Millionen US-Dollar in die Neugestaltung und Lokalisierung von Verpackungen auf den peruanischen und kolumbianischen Märkten.

Compañía Cervecerías Unidas S.A. (CCU) – Ansoff Matrix: Produktentwicklung

Alkoholarme und alkoholfreie Biervarianten

Im Jahr 2022 meldete CCU einen Marktanteil von 3,2 % im Segment alkoholfreies Bier in Chile. Die Produktlinie Heineken 0.0 erwirtschaftete im Geschäftsjahr einen Umsatz von 12,5 Millionen US-Dollar.

Entwicklung einer Craft-Beer-Linie

CCU investierte im Jahr 2022 4,7 Millionen US-Dollar in die Innovation von Craft-Beer-Produkten. Die Craft-Beer-Marke Kunstmann erzielte einen Umsatz von 22,3 Millionen US-Dollar.

• Craft-Beer-Investition: 4,7 Millionen US-Dollar
• Umsatz der Marke Kunstmann: 22,3 Millionen US-Dollar

Innovative Getränkekombinationen

Saisonale Produkte in limitierter Auflage brachten CCU im Jahr 2022 zusätzliche Einnahmen in Höhe von 8,6 Millionen US-Dollar.

Ready-to-Drink (RTD) und Hard Seltzer-Erweiterung

Nachhaltige Verpackungsinnovationen

CCU stellte im Jahr 2022 3,2 Millionen US-Dollar für die Entwicklung nachhaltiger Verpackungen bereit und reduzierte damit den Kunststoffverbrauch um 22,6 %.

• Investition in nachhaltige Verpackung: 3,2 Millionen US-Dollar
• Reduzierung des Plastikverbrauchs: 22,6 %

Compañía Cervecerías Unidas S.A. (CCU) – Ansoff-Matrix: Diversifikation

Herstellung alkoholfreier Getränke

CCU meldete im Jahr 2022 eine Produktion von 93,5 Millionen Litern alkoholfreier Getränke. Das Segment der funktionellen Getränke erwirtschaftete einen Umsatz von 127,4 Millionen US-Dollar. Der Marktanteil von Energiegetränken erreichte in Chile 8,3 %.

Investitionen in der Lebensmittel- und Getränkeindustrie

CCU investierte im Jahr 2022 45,6 Millionen US-Dollar in Ergänzungsnahrungssegmente. Die Investitionen in Snacks und verpackte Lebensmittel stiegen im Jahresvergleich um 17,2 %.

• Segment verpackter Lebensmittel: Investition von 23,7 Millionen US-Dollar
• Ergänzende Getränkesegmente: Investition in Höhe von 21,9 Millionen US-Dollar

Strategische Akquisitionen

CCU hat im Jahr 2022 drei strategische Akquisitionen im Gesamtwert von 82,3 Millionen US-Dollar abgeschlossen. Auf aufstrebende Verbraucherproduktkategorien entfielen 22,5 % des gesamten Anschaffungswerts.

Technologiegetriebene Innovation

Die F&E-Investitionen erreichten im Jahr 2022 12,4 Millionen US-Dollar. Innovationszentren entwickelten 7 neue Produktformulierungen.

Internationale Joint Ventures

CCU hat im Jahr 2022 zwei internationale Joint Ventures gegründet, die 67,9 Millionen US-Dollar an gemeinsamen Investitionen repräsentieren. Die Partnerschaftsvereinbarungen deckten nordamerikanische und europäische Märkte ab.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Market Penetration

You're looking at how Compañía Cervecerías Unidas S.A. (CCU) is pushing harder in its existing Chilean market, which is the core of the Market Penetration strategy here. The focus is on selling more of what you already make to the customers you already know, often by adjusting price or increasing marketing spend.

The revenue management efforts in Chile during the third quarter of 2025 directly targeted pricing. The Chile Operating segment saw its top line expand by 1.8%, which was achieved through a 2.4% increase in average prices. This price lift was a direct result of those revenue management initiatives across all categories.

Still, volume was a headwind in the core market. For the Chile Operating segment, volumes were 0.6% lower in the third quarter of 2025. That overall segment decline was driven by a 6.3% decrease in the Chile domestic market volume, though this was partially offset by a 4.5% growth in exports from Chile.

Here's a quick look at the key Q3 2025 performance drivers for the Chile Operating segment:

To defend brand equity and market share amidst soft industry demand, marketing investment increased. In the Chile Operating segment, MSD&A expenses (Marketing, Sales, Distribution, and Administrative) grew by 3.2%, which was below inflation. However, as a percentage of Net sales, MSD&A expenses still increased by 46 basis points, reflecting those higher marketing expenses.

The push for profitability also involved optimizing operations. Consolidated MSD&A expenses in Chilean pesos actually dropped by 4.7%, which management attributed to efficiencies alongside a favorable translation currency effect from Argentina. This focus on efficiencies helped the Chile Operating segment expand its EBITDA margin.

Driving direct-to-consumer volume through digital channels is a clear strategic move. Compañía Cervecerías Unidas S.A. (CCU) continues to push its B2B platform, "Mi Carro," aimed at retailers, and its e-commerce sales channel, "La Barra," which has a growing regional presence. The company is developing these platforms to maintain a close relationship with consumers and capture volume through these digital routes.

• The e-commerce platform "La Barra" successfully launched in 2019 and is expanding regionally.
• The B2B platform "Mi Carro" is specifically aimed at retailers.
• The company is developing other innovation programs like "Innpacta" and "Despega."

Finance: draft 13-week cash view by Friday.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Market Development

You're looking at how Compañía Cervecerías Unidas S.A. (CCU) plans to push its existing products into new geographic territories. This is Market Development in action, building on recent performance to secure future scale.

Accelerate volume growth in the International Business segment, building on the Q3 2025 EBITDA expansion of 73.1%.

The International Business Operating segment demonstrated significant profitability improvement in the third quarter of 2025. Specifically, the EBITDA for this segment grew by 73.1%, moving from CLP 3,954 million to CLP 6,845 million year-over-year in Q3 2025. This strong financial result was achieved despite a challenging scenario in Argentina. On the volume side, the segment posted a 5.3% expansion in Q3 2025, though net sales contracted by 8.9% due to 13.5% lower average prices when measured in Chilean pesos.

Expand the existing beer and non-alcoholic portfolio into new, non-core Latin American countries beyond the current six.

Compañía Cervecerías Unidas S.A. (CCU) currently has operations in six key Latin American countries, plus participation in Peru. The current footprint includes Chile (core market), Argentina, Bolivia, Colombia, Paraguay, and Uruguay. The strategy here is to identify and enter new markets outside this established base to deploy the current beer and non-alcoholic beverage portfolio.

Here's a snapshot of the current international footprint and relevant recent volume data:

Leverage the 2024 consolidation of 'Aguas de Origen' to push water products into new Argentine regions.

The consolidation of 'Aguas de Origen' (ADO) in Argentina began in the third quarter of 2024. This move brought the water business fully under the consolidated structure. The organic figures for Q3 2025 exclude ADO's figures from the prior year's comparison to show true operational growth. The focus now is using this consolidated platform to drive water product penetration into additional regions within Argentina, beyond where ADO was initially strong.

Capitalize on the Paraguay partnership with the Vierci Group to deepen market presence and distribution.

Compañía Cervecerías Unidas S.A. (CCU) finalized an association agreement in October 2024, acquiring a 51% stake in key entities from the Vierci Group, including AV S.A., which holds the PepsiCo license for beverages and snacks distribution. This partnership, which began consolidation in the fourth quarter of 2024, makes Paraguay the second country, after Chile, where CCU controls the PepsiCo license. The combined entity aims to reach more than 32,000 points of sale.

Key aspects of the Paraguay expansion include:

• Ownership stake: 51% for CCU, 49% for Vierci Group.
• Portfolio integration: Addition of PepsiCo beverage and snack lines.
• Historical tie: Vierci Group has been a distributor for CCU's VSPT Wine Group for over 30 years.

Target US export growth for premium Chilean wine brands, where consumption trends are challenging globally.

For the Wine Operating segment, exports showed some resilience in Q3 2025, growing by 4.5% in volume, which partially offset the 6.3% volume contraction in the Chile domestic market. Looking at the broader Chilean wine export picture to the US market in 2024, overall exports grew by 12.5%, with bottled wine shipments surging by more than 25%. The strategic focus is on the premium space, as lower-priced varietals face sustained decline.

The US market segmentation for Chilean wine exports shows clear value opportunity:

• Wines selling for under $10 per bottle account for 81% of volume.
• Wines in the $10-$20 range represent only 17% of volume.
• The $10-$20 segment captures nearly 30% of the total value.

For the first half of 2025, export markets grew by 6.8% in value, supported by a 4.0% rise in volumes. Premium and higher-end products accounted for 54.3% of sales in Q2 2025 for one major Chilean wine producer, showing the premiumization trend is gaining traction.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Product Development

Product development at Compañía Cervecerías Unidas S.A. (CCU) centers on shifting the portfolio mix toward higher-value offerings across its core categories to counteract volume softness in certain markets.

For low-alcohol flavored products, the category itself is showing significant momentum; in the United States, the non-alcoholic beer category was up 22.2% year-to-date in 2025, with on-premise sales up 26.4% so far in 2025. Historically, in the Chilean market, non-alcoholic beer sales revenue was projected to increase by another 100 percent between 2020 and 2025.

To address the Chilean alcoholic segment mix, the focus on premiumization is evident. Compañía Cervecerías Unidas S.A. (CCU) holds a 65 percent market share in the Chilean beer market. The proportion of the company's sales attributed to premium beers has grown from 27 percent to 43 percent in the past two years alone. This strategy aims to increase average prices and mitigate negative mix effects.

Developing innovative, higher-margin non-alcoholic beverages is a key strategic pillar, aligning with the overall plan to focus on high-margin innovations. While specific margin data for new CCU non-alcoholic products isn't public, the overall consolidated EBITDA grew 6% in the first quarter of 2025, indicating that revenue management and mix improvements are taking hold.

Revitalizing the Wine Operating segment relies heavily on export performance, as the domestic market in Chile has shown contraction. In the third quarter of 2025, the Wine Operating segment saw export volumes grow by 4.5%, while the Chile domestic market contracted by 6.3%. Average prices for the segment rose by 4.8% in the same period, largely due to the weaker Chilean peso's impact on export revenues. This focus on higher-priced export-oriented varietals is crucial for segment revenue expansion, which posted a top-line expansion of 1.6% in Q3 2025.

Expansion in the spirits portfolio follows a successful innovation track record. The company's total assets stood at CLP 3,989,716,990 thousand as of the end of 2024, reflecting strategic investments across its categories.

Here are key performance indicators for the segments relevant to Product Development initiatives, based on the latest available reporting periods:

The overall strategy is supported by the company's financial scale, with total assets reaching CLP 3,989,716,990 thousand in 2024.

The focus on innovation is reflected in the following strategic areas:

• Launch low-alcohol products to capture growth in mindful consumption trends.
• Introduce new premium craft beer varieties to lift the Chilean alcoholic segment mix.
• Develop higher-margin non-alcoholic beverages for the Chilean market.
• Revitalize Wine by focusing on export-oriented, higher-priced varietals.
• Expand Spirits with new pisco and cider flavors following established innovation success.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Diversification

You're looking at the Diversification quadrant of the Ansoff Matrix for Compañía Cervecerías Unidas (CCU), which means moving into new products in new markets. This is the highest-risk, highest-potential-reward path, and it's especially relevant given the recent headwinds; for instance, the recent Q3 2025 net income contracted by 47.6%, signaling that relying solely on existing categories and geographies is a tough play right now. The company's trailing twelve-month revenue as of late 2025 stands at $3.15 Billion USD, but organic consolidated volumes were down 1.8% in 1Q25, which shows the pressure on core operations.

The diversification strategy must leverage the existing, albeit complex, regional footprint. Compañía Cervecerías Unidas (CCU) already operates across six geographies, including being the second-largest brewer in Argentina and having established presences in Bolivia, Paraguay, Uruguay, and Colombia. In Bolivia, the company holds a 51% stake in Bebidas Bolivianas S.A. after increasing its participation from an initial 34% in 2014 to 2018. In Colombia, a major move involved building a 3-million-hectoliter plant near Bogota, which opened in 2019. These existing structures are the launch pads for true diversification.

Here's a look at the scale and recent performance metrics that inform the need for this aggressive strategy:

The proposed diversification moves target specific, high-potential adjacencies, often supported by broader market dynamics. For example, entering the ready-to-drink (RTD) cocktail market in new international geographies like Mexico or Peru addresses the consumer demand for variety and premiumization seen across the region. The general functional beverage market is estimated at $250 billion in 2025, projected to hit $450 billion by 2033, showing a clear runway for new product development in this space.

The specific diversification vectors Compañía Cervecerías Unidas (CCU) might pursue include:

• Enter the ready-to-drink (RTD) cocktail market in new international geographies like Mexico or Peru.
• Acquire a local craft brewery in a new South American market to gain immediate access to a niche, high-growth consumer base.
• Develop a functional beverage line (e.g., energy drinks, fortified water) and launch it in the International Business segment.
• Utilize existing distribution networks in Bolivia and Paraguay to introduce a new line of premium snack foods.
• Invest in sustainable packaging technology and market it as a new, premium product feature across all new markets.

The functional beverage development is particularly interesting because subcategories like gut-health, high-protein, and energy-boosting products are growing at double-digit rates, outpacing traditional segments. Furthermore, the snack aisle is seeing a rise in 'better-for-you' (BFY) options featuring bold, global flavors, which aligns with the plan to introduce premium snack foods using established distribution in Paraguay and Bolivia. The investment in sustainable packaging technology also taps into a major theme for 2025, with a forecast shift towards compostable packaging.

To track the initial financial impact of these international moves, you'd want to monitor the International Business Operating segment's performance, which organically expanded its EBITDA by 28.1% in 1Q25, largely driven by Argentina. This segment's ability to drive growth is key to offsetting the soft consumption seen in the core Chile Operating segment, whose EBITDA decreased by 2.4% in the same period.

Finance: draft 13-week cash view by Friday.