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Panama Beer Market Insights 2013

Panama beer market: Premium beers see high growth during 2012

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2014-01-31 03:01:02 - Panama Beer Market Insights 2013 - a new market research report on

Premium beers led the growth experienced in the Panama beer market during 2012, mainly due to the explosion of Miller Lite on to the market. Draught beer has been losing share and is almost absent from the country. There is no culture for consumption of this type of product.

Premium brands are the fastest growing, up by nearly 195% on last year. This was largely due to the improved management of brands such as Miller Lite. The beer industry is expected to continue its positive growth trend, driven by premium brands and a shift to cheaper beers, as a result of a government tax on spirits.

Imports grew by 11% in 2012, driven by the popularity of premium brands Corona and



Old Milwaukee. Export growth of 33% was recorded in 2012, with Panama acted as a hub for the re-export of imported brands.

Leading brand Atlas has lost market share in 2012, with SABMiller putting more support behind its other brand, including Balboa and Miller Lite. Average prices increased by 17%, mainly due to the movement of certain brands from the discount to mainstream segments.

Cerverceria Nacional (SABMiller) leads the beer market in Panama, currently holding a 66% market share. Its strategic focus is on maximising distribution strength and driving volume through strong promotional and marketing initiatives.

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