Heineken invests 700 million pesos in Guadalajara plant

Guadalajara, Aug. 31 (Notimex).- The brewer Heineken Cuauhtemoc Moctezuma-invested 700 million pesos in expanding its production line and in the construction of a distribution center at its plant in Guadalajara, Jalisco.

The CEO of the company, Dolf van den Brink said the new production line has a capacity of two thousand cans per minute, equivalent to about 820 million a year.

This investment, according to the manager, will enable the company to meet the growing demand of consumers, in addition to supporting the development of new innovations in the market.

The production of this new line also aims to reduce energy use by 30 percent and 15 percent of water, as part of its sustainability strategy.

In this regard, Vice President of Corporate Affairs, Marco Mascarua Galindo, noted that these 700 million pesos are part of two billion dollars that exercise between 2015 and 2019.

This expansion does not necessarily imply an increase in production capacity, but a flexibility to use multipacks and make all varieties of cans, he added.

The plant in Guadalajara Cuauhtemoc Moctezuma has a capacity of 3.9 million hectoliters and three packaging lines to meet the market of western Mexico and South America, but this expansion will export to the United States.

"All the investment we are making is directed to new plants, capacity increases, change of lines by better technology, delivery routes, warehouses, depots, which has been exercised in line with the plan," he said.

Mascarua Galindo stated that on innovation, they are preparing the launch of new forms and packaging to meet different moments of consumption and the relaunch of Bohemia Chocolate Stout.

"We just put on the market Chocolate Bohemia again, which was well received," he added.

Figures from the market research agency Euromonitor show that from 2014 to 2015, the share of Grupo Modelo rose from 54.3 to 54.5 percent, while Cuauhtemoc Moctezuma went from 44.5 to 44.3 percent.

This proportion represents a difference of 0.5 percent between the two companies in a business valued at 16.6 billion dollars.

For the company´s senior analyst, Mark Strobel, in a market as mature as the Mexican, it can be a small movement, as can be remarkable, and was a result of Corona and Victoria growth of 5.0 and 6.0 percent, respectively, in volume terms.

Additionally, Tecate and Sol de Heineken advanced 3.0 and 4.0 percent, in that order, said Strobel.


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