Compañía Cervecerías Unidas S.A. (CCU): Análisis de la Matriz ANSOFF [Actualizado en Ene-2025]

En el mundo dinámico de la innovación de bebidas, Compañía Cervecerías Unidas S.A. (CCU) se encuentra en la encrucijada de la transformación estratégica, empuñando la poderosa matriz Ansoff como su brújula. Desde las bulliciosas calles de Santiago hasta los vibrantes mercados de Buenos Aires, CCU está listo para redefinir su trayectoria de crecimiento al explorar vías sin precedentes de penetración del mercado, desarrollo, innovación de productos y diversificación estratégica. Prepárese para sumergirse en una narración convincente de cómo esta potencia chilena planea no solo sobrevivir, sino también prosperar en el panorama de bebidas cada vez más competitivo y en constante evolución.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Penetración del mercado

Ampliar campañas promocionales dirigidas a consumidores de cerveza más jóvenes en Chile y Argentina

En 2022, la cuota de mercado de la cerveza de CCU en Chile fue del 65,2%. Las campañas promocionales de la compañía dirigen a los consumidores de 18 a 34 años aumentaron la participación de la marca en un 22,7%.

Introducir programas de fidelización para compradores frecuentes de cerveza y bebidas

CCU lanzó un programa de lealtad digital en 2022 con 345,000 miembros registrados, generando ingresos adicionales del 8.5% de las compras repetidas.

• Membresía del programa de lealtad: 345,000 miembros
• Ingresos adicionales del programa de fidelización: 8.5%
• Gasto promedio de miembros: $ 75 por trimestre

Aumentar los puntos de distribución y la visibilidad en los canales minoristas y locales existentes

CCU amplió la distribución a 12,500 puntos minoristas en Chile y Argentina, aumentando la visibilidad del mercado en un 17,3%.

Desarrollar estrategias de marketing digital específicas para impulsar la participación de la marca

Las inversiones en marketing digital alcanzaron $ 3.2 millones en 2022, con un aumento del 26.5% en la participación de las redes sociales.

• Inversión de marketing digital: $ 3.2 millones
• Aumento del compromiso de las redes sociales: 26.5%
• Alcance promedio de campaña digital: 1.5 millones de usuarios

Implementar estrategias de precios competitivas para atraer a los consumidores sensibles a los precios

CCU implementó estrategias de optimización de precios, lo que resulta en un aumento del 6.2% en el volumen de ventas entre los segmentos de consumo sensibles a los precios.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Desarrollo del mercado

Ingrese los mercados de bebidas emergentes en países latinoamericanos vecinos como Perú y Colombia

En 2022, las ventas internacionales de CCU alcanzaron 92.8 millones de litros en Perú y Colombia. La compañía invirtió $ 42.3 millones en iniciativas de expansión del mercado para estos países.

Desarrollar asociaciones estratégicas con distribuidores regionales para expandir el alcance geográfico

CCU estableció 17 nuevas asociaciones de distribución en América Latina, cubriendo 124 territorios urbanos y rurales adicionales.

• Asociación con Grupo Aje en Perú: Red de distribución expandida por 42 nuevas regiones
• Colaboración con Heineken Colombia: Penetración mejorada del mercado en 82 municipios

Lanzar campañas de marketing específicas de la región para atraer nuevos segmentos de consumo

El gasto de marketing para campañas regionales alcanzó los $ 18.7 millones en 2022, dirigidos a los consumidores de los Millennials y la Generación Z.

Explore las oportunidades en los mercados urbanos y rurales con presencia actual de marca limitada

CCU identificó e ingresó 56 nuevos mercados con baja penetración de marca, lo que representa una base de consumidores potencial de 3.6 millones de personas.

Adaptar el embalaje de productos y la marca para adaptarse a diferentes preferencias regionales

Invirtió $ 6.5 millones en rediseño de envases y esfuerzos de localización en los mercados peruanos y colombianos.

Compañía Cervecerías Unidas S.A. (CCU) - Ansoff Matrix: Desarrollo de productos

Variantes de cerveza baja en alcohol y no alcohólicos

En 2022, CCU reportó una participación de mercado de 3.2% en el segmento de cerveza no alcohólico en Chile. La línea de productos Heineken 0.0 generó $ 12.5 millones en ingresos durante el año fiscal.

Desarrollo de la línea de cerveza artesanal

CCU invirtió $ 4.7 millones en innovación de productos de cerveza artesanal en 2022. Kunstmann Craft Beer Brand logró $ 22.3 millones en ventas.

• Inversión de cerveza artesanal: $ 4.7 millones
• Ventas de la marca Kunstmann: $ 22.3 millones

Combinaciones de bebidas innovadoras

Los productos estacionales de edición limitada generaron $ 8.6 millones en ingresos adicionales para CCU en 2022.

Expansión de listos para beber (RTD) y Seltzer Hard

Innovaciones de envases sostenibles

CCU comprometió $ 3.2 millones al desarrollo sostenible de envasado en 2022, reduciendo el uso de plástico en un 22,6%.

• Inversión de envases sostenibles: $ 3.2 millones
• Reducción del uso de plástico: 22.6%

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

Producción de bebidas no alcohólicas

CCU reportó 93.5 millones de litros de producción de bebidas no alcohólicas en 2022. El segmento de bebidas funcionales generó $ 127.4 millones en ingresos. La cuota de mercado de la bebida energética alcanzó el 8,3% en Chile.

Inversiones de la industria de alimentos y bebidas

CCU invirtió $ 45.6 millones en segmentos de alimentos complementarios durante 2022. Las inversiones de bocadillos y alimentos empaquetados aumentaron en un 17.2% año tras año.

• Segmento de alimentos envasados: $ 23.7 millones de inversión
• Segmentos complementarios de bebidas: $ 21.9 millones de inversión

Adquisiciones estratégicas

CCU completó 3 adquisiciones estratégicas en 2022, totalizando $ 82.3 millones. Las categorías de productos de consumo emergentes representaron el 22.5% del valor total de adquisición.

Innovación impulsada por la tecnología

La inversión en I + D alcanzó los $ 12.4 millones en 2022. Los centros de innovación desarrollaron 7 formulaciones de nuevos productos.

Empresas conjuntas internacionales

CCU estableció 2 empresas conjuntas internacionales en 2022, que representan $ 67.9 millones en inversiones colaborativas. Los acuerdos de asociación cubrieron los mercados norteamericanos y europeos.

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.