Marketing Beer in Panama

Beer is a product that is heavily marketed in most if not all sports in our country.  The largest beer company is Cervecería Nacional, S.A., which is a subsidiary of SAB Miller plc. SAB Miller plc is one of the world’s largest brewers, representing six of the world’s top fifty beer brands and one of the largest bottlers of Coca-Cola products in the world. Its head office is in the City of Westminster, London with brewing interests and distribution agreements on six continents.

SAB Miller has expanded rapidly from its South African origins, adding Miller to its name through acquisition of the Milwaukee, U.S.A. brewer in 2002, following SAB’s pattern of acquiring local brands and brewing operations in Europe, Asia, and the United States.

Cervecería Nacional, S.A. was founded by a group of Panamanian businessmen; José Gabriel Duque, Idelfonso Preciado, Alberto de Obarrio, Jesse H. Hydal and Manuel Espinosa Batista.  On October 4, 1909 they founded the Panama Brewing and Refrigerating Company with the purpose of making beer and ice.

On December of 2001, this company closed their business and sold its shares to the Bavarian Group in January of year 2002.  In 2005, the new owners decided to sell the enterprise to the SABMiller Group, the second largest brewery in the world in volume, with operations in six continents and with an annual production of over 170 million hectoliters in more than 170 countries.

Their crown jewel is Cerveza Atlas which is a ubiquitous brand in this small country.  Other brands they also carry are:  Balboa beer, Miller beer, Corona Extra beer, Miller Chill beer, Malta Vigor, Pepsi, Squirt, Orange Crush, Canada Dry, 7 Up, Mirinda, Leche Nevada, La Chiricana milk, Tutti Frutti and Brisa bottled water.

During baseball games, they have attractive girls promoting their beer by giving away sweaters, baseball caps, and other goodwill items.  Below are a couple of photographs of SAB Miller’s promoters marketing the ice-cold golden liquid during a baseball game.  Here we go.

Photograph of an Atlas beer promoter and her assistant. As you can see, they are busy handing out promotional T-shirts. Photo by ©Omar Upegui R.

Photograph of a beautiful blonde promoter posing for the camera during a baseball game in Panama City, Panama. Photo by ©Omar Upegui R.

Photograph of three beer promoters busy distributing goodwill items to the spectators at the Rod Carew baseball park. Photo by ©Omar Upegui R.

There’s nothing so delicious as drinking an ice-cold Atlas beer, or any other beer for that matter, during a baseball game.  What do you think?  Good Day.

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