Compañía Cervecerías Unidas S.A. (CCU): ANSOFF Matrix Analysis [Jan-2025 Mise à jour]

Dans le monde dynamique de l'innovation des boissons, Compañía Cervecerías Unidas S.A. (CCU) se dresse au carrefour de la transformation stratégique, exerçant la puissante matrice Ansoff comme compas. Des rues animées de Santiago aux marchés dynamiques de Buenos Aires, CCU est sur le point de redéfinir sa trajectoire de croissance en explorant des voies sans précédent de pénétration du marché, de développement, d'innovation de produit et de diversification stratégique. Préparez-vous à plonger dans un récit convaincant de la façon dont cette centrale chilienne prévoit non seulement de survivre, mais de prospérer dans le paysage de boissons de plus en plus compétitif et en constante évolution.

Compañía Cervecerías Unidas S.A. (CCU) - Matrice Ansoff: pénétration du marché

Développez des campagnes promotionnelles ciblant les consommateurs de bière plus jeunes au Chili et en Argentine

En 2022, la part de marché de la bière de la CCU au Chili était de 65,2%. Les campagnes promotionnelles de l'entreprise ciblant les consommateurs de 18 à 34 ans ont augmenté l'engagement de la marque de 22,7%.

Présenter des programmes de fidélité pour les acheteurs fréquents de bière et de boissons

CCU a lancé un programme de fidélité numérique en 2022 avec 345 000 membres enregistrés, générant un chiffre d'affaires supplémentaire de 8,5% des achats répétés.

• Adhésion au programme de fidélité: 345 000 membres
• Revenus supplémentaires du programme de fidélité: 8,5%
• Dépenses moyennes des membres: 75 $ par trimestre

Augmenter les points de distribution et la visibilité dans les canaux de vente au détail et sur site existants

CCU a élargi la distribution à 12 500 points de vente au Chili et en Argentine, augmentant la visibilité du marché de 17,3%.

Développer des stratégies de marketing numérique ciblées pour stimuler l'engagement de la marque

Les investissements en marketing numérique ont atteint 3,2 millions de dollars en 2022, avec une augmentation de 26,5% de l'engagement des médias sociaux.

• Investissement en marketing numérique: 3,2 millions de dollars
• Augmentation de l'engagement des médias sociaux: 26,5%
• Rechue de campagne numérique moyenne: 1,5 million d'utilisateurs

Mettre en œuvre des stratégies de tarification compétitives pour attirer les consommateurs sensibles aux prix

CCU a mis en œuvre les stratégies d'optimisation des prix, ce qui a entraîné une augmentation de 6,2% du volume des ventes parmi les segments de consommation sensibles aux prix.

Compañía Cervecerías Unidas S.A. (CCU) - Matrice Ansoff: développement du marché

Entrez les marchés de boissons émergents dans les pays lestin américains voisins comme le Pérou et la Colombie

En 2022, les ventes internationales de la CCU ont atteint 92,8 millions de litres au Pérou et en Colombie. La société a investi 42,3 millions de dollars dans les initiatives d'expansion du marché pour ces pays.

Développer des partenariats stratégiques avec des distributeurs régionaux pour étendre la portée géographique

CCU a établi 17 nouveaux partenariats de distribution en Amérique latine, couvrant 124 territoires urbains et ruraux supplémentaires.

• Partenariat avec Grupo AJE dans le Pérou: élargissement du réseau de distribution de 42 nouvelles régions
• Collaboration avec Heineken Colombie: une pénétration accrue du marché dans 82 municipalités

Lancez des campagnes de marketing spécifiques à la région pour attirer de nouveaux segments de consommateurs

Les dépenses de marketing pour les campagnes régionales ont atteint 18,7 millions de dollars en 2022, ciblant les milléniaux et les consommateurs de la génération Z.

Explorez les opportunités sur les marchés urbains et ruraux avec une présence de marque actuelle limitée

CCU a identifié et pénétré 56 nouveaux marchés avec une faible pénétration de marque, représentant une base de consommateurs potentielle de 3,6 millions de personnes.

Adapter l'emballage et la marque des produits pour s'adapter à différentes préférences régionales

A investi 6,5 millions de dollars dans les efforts de refonte des emballages et de localisation sur les marchés péruviens et colombiens.

Compañía Cervecerías Unidas S.A. (CCU) - Matrice Ansoff: Développement de produits

Variantes de bière à faible alcool et non alcoolisées

En 2022, CCU a déclaré une part de marché de 3,2% dans le segment de la bière non alcoolique au Chili. La gamme de produits Heineken 0,0 a généré 12,5 millions de dollars de revenus au cours de l'exercice.

Développement de la ligne de bière artisanale

CCU a investi 4,7 millions de dollars dans l'innovation de produits de bière artisanale en 2022. La marque de bière artisanale Kunstmann a réalisé 22,3 millions de dollars de ventes.

• Investissement de bière artisanale: 4,7 millions de dollars
• Ventes de la marque Kunstmann: 22,3 millions de dollars

Combinaisons de boissons innovantes

Les produits saisonniers en édition limitée ont généré 8,6 millions de dollars de revenus supplémentaires pour CCU en 2022.

EXPANSION PRÊT-TO-TRINK (RTD) et Hard Seltzer

Innovations d'emballage durables

CCU a engagé 3,2 millions de dollars pour le développement durable des emballages en 2022, réduisant l'utilisation du plastique de 22,6%.

• Investissement d'emballage durable: 3,2 millions de dollars
• Réduction de l'utilisation du plastique: 22,6%

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

Production de boissons non alcoolisées

CCU a déclaré 93,5 millions de litres de production de boissons non alcoolisées en 2022. Le segment des boissons fonctionnelles a généré 127,4 millions de dollars de revenus. La part de marché des boissons énergétiques a atteint 8,3% au Chili.

Investissements de l'industrie des aliments et des boissons

CCU a investi 45,6 millions de dollars dans des segments alimentaires complémentaires au cours de 2022. Les investissements alimentaires de collation et d'alimentation emballés ont augmenté de 17,2% en glissement annuel.

• Segment des aliments emballés: 23,7 millions de dollars d'investissement
• Segments complémentaires des boissons: 21,9 millions de dollars investissements

Acquisitions stratégiques

CCU a effectué 3 acquisitions stratégiques en 2022, totalisant 82,3 millions de dollars. Les catégories de produits de consommation émergentes représentaient 22,5% de la valeur totale d'acquisition.

Innovation axée sur la technologie

L'investissement en R&D a atteint 12,4 millions de dollars en 2022. Les centres d'innovation ont développé 7 nouveaux formulations de produits.

Coentreprises internationales

CCU a créé 2 coentreprises internationales en 2022, représentant 67,9 millions de dollars d'investissements collaboratifs. Les accords de partenariat couvraient les marchés nord-américains et européens.

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.