We innovate to build the future

Throughout our history, we have managed to anticipate the needs of the market, something that has made us leaders in the Spanish brewing sector, gladly assuming the role of promoting the category through innovation and premiumisation. All with the help of our 755 distributors and over 205,000 customers, with whom we maintain solid long-term relationships and who are our best travelling companions for achieving our future goals.

In 2018, we intensified our efforts to equip our facilities with the best technology, innovated in our processes, launched new products that made a difference, and created new experiences linked to our brands to surprise consumers while promoting the culture around beer.

One example is La Cervecista, a new space in the centre of Madrid designed to transform the experience of buying beer and to promote the premium segment with a novel, differentiating and value-oriented offer for the consumer. This specialised store is part of the programme “Los Cervecistas”, launched in 2018 for the purpose of delivering value to our off-trade and on-trade customers.

Another example of our innovation is the creation of the first Brewhub in Spain, located next to our brewery in Córdoba, in which we have invested €11 million. An example of openness and collaborative work that reinforces our support to the craft segment, in which we hold a privileged position as a result of our collaborations with international craft brewers like Founders Brewing and Avery Brewing, and Spanish ones like Nómada Brewing. Another example is our collaboration with the La Salve brewer in Bilbao, which demonstrates the importance we place on localism.

Specifically, we have strengthened our positioning in another local market, the Canary Islands, where we have had a brewery since 2004, through the acquisition of 75.15% of Aguas del Valle de la Orotava, which added the mineral water Fonteide to our portfolio.