New Marketing Strategy for Cacique Guaro.

Costa Rican guaro (the national liquor of Costa Rica) sold under the brand name Cacique will be distributed in record numbers this year thanks to a new pact between the liquor’s producer, the National Liquor Factory (Fanal) and Centenario International, S.A. (CISA).

The 12 brands that are produced by Fanal in Grecia, Costa Rica will have a larger presence in the local market now that CISA agreed to distribute the products to supermarkets throughout Costa Rica in a meeting between the two companies yesterday.

CISA will pay for the distribution cost of about 100,000 boxes of Fanal’s products this year while Fanal will maintain its own distribution network to bars, restaurants and other establishments. The distribution strategy forms part of a marketing plan to re-launch Fanal’s products that was introduced the last trimester of 2007 after company sales had been falling.

Another part of the plan includes giving the products a new look and coming up with new beverages, as well as marketing the beverages on an international scale. Currently Fanal’s most recognized product, Cacique, represents 80% of the company’s annual sales. They are researching the markets of Spain, Italy and China as possible destinations for the products in the future. Fanal has already been in contact with several firms in China and hope to reach an agreement in November.

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Filed under: Business on March 6th, 2008