Working Together for Ecuador
An Undisputed Part of Ecuadorian Identity Cervecería Nacional shows an innovative corporate culture that works towards making a positive impact on Ecuadorian society WRIT TEN BY
M ARÍA COBANO-CONDE PRODUCED BY
JULISA VARGAS
T
he Las Peñas neighbourhood,
sustainable processes that
in the historic centre of the
also contribute positively to the
Ecuadorian city of Guayaquil,
Ecuadorian society.
witnessed the foundation of Cervercería Nacional (CN) as The Guayaquil Lager
GROWTH SINCE 2016
Beer Brewery Association in 1887, a
Cervecería Nacional has been
brewery and ice-making company.
transformed in all its aspects,
In October, 2016, AB InBev – the largest
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driven to grow and become
brewery in the world – became the main
stronger and more efficient.
shareholder of Cervecería Nacional. This
This has led to a positive
allowed the company to continue with its
corporate culture that
traditional production of national beers,
flourishes both across
as well as expanding its catalogue with
production plants and within
imported varieties in the framework of a
operative work.
great cultural and corporate change. The merger promoted production in the
As regards its sourced raw materials such as barley, rice,
two plants of Cervecería Nacional in
packaging, labels and cold
Pascuales (Guayaquil) and Cumbayá
equipment, CN created a
(Quito), with modern and environmentally
supplier development program looking for collaborators that are close to its expectations. This led to joint work and advice in order to offer world-class products and supplies that, in accordance with government regulations in Ecuador, give priority to local raw materials and Ecuadorian suppliers. These strategies are part of the Decalogue (2016) that serves as a roadmap to CN,
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FACTS
CN It has 2 production plants, 1 malting plant and 17 wineries throughout the country
w w w. c e r v e c e r i a n a c i o n a l . e c
Comprehensive solutions to complex problems PINO/ELIZALDE’s philosophy is team work. We strongly believe in the maximizing and long-lasting effects of synergy. We understand that the business environment in Ecuador is complex and, as such, in order to implement comprehensive solutions, our lawyers combine their strengths, knowledge and capabilities, with the highest ethical standards, to meet the needs of our clients in the most effective and efficient manner. The firm is located in Guayaquil, but also has operations in Quito, and outreach throughout the whole country, focusing its practice on several areas of the law such as Corporate and M&A, Energy and Natural Resources, Dispute Resolution, Banking and Finance, Competition and Antitrust, Tax, Intellectual Property, among others, which allows us to provide comprehensive and complete advice to meet the needs of our clients.
Plaza Lagos/ Km. 6.5 Vía Samborondón Bloque Exedra Norte Piso 1- 5 Guayaquil / Ecuador.
www.pinoelizalde.com info@pinoelizalde.com
where the support of its suppliers is key
The main idea is that students go
from local producers to international
through a selection process
companies such as Sinel, Amcor, Sivesa,
focusing on their willingness to
Croner or Matex.
grow, their energy and their ability to learn. The programme is aimed
ITS TEAM IS ITS GREATEST STRENGTH
finishing their degrees and those
Cervecería Nacional employs more than
who are still studying too.
2,000 collaborators – a key pillar of its
at both university students who are
Globally, 300 applicants are
success. Consequently, CN invests
selected who go through two years
greatly in developing the potential of its
of training and internships in the
teams.
different areas of the organisation.
The Global Management Trainee
When they graduate from GMP,
(GMT) programme was created to select
they assume immediate middle
young global talent and offer the
management positions.
possibility of developing a professional
In the same way, CN is also
career within the company, for which CN
responsible for enhancing the
opens a call every year in all the universi-
skills of employees who are already
ties of the country.
part of its team. There is an emphasis on meritocracy: 30% - 40% of the activities on the agenda are devoted to coaching and employees are empowered to work in different areas of the company to acquire a global vision. CN leaders are evaluated by the quality of their teams – they are expected to surpass themselves.
Click to watch: ‘130 AÑOS CN’
The company promotes and seeks people’s growth within the w w w. c e r v e c e r i a n a c i o n a l . e c
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En nuestras cajas siempre van las mejores marcas.
PLAPASA, proveedor estratégico de más de 45 años de Cervercería Nacional, se enorgullece por sus 130 años al servicio de Ecuador.
Nos sentimos parte de su éxito.
¡Felicitamos a
CERVECERÍA NACIONAL
por su Aniversario 130 y una trayectoria ejemplar! Para Aon es un orgullo haber formado parte de este hito.
organisation and is agile in measuring
as well as building houses for those
talent potential, combined with results,
affected by the Ecuador earth-
year on year. This has led to CN enjoying
quake of 2016.
a high ranking in terms of indicators and
In relation to sustainability
results among companies of massive
regulations, CN measures its
consumption in Ecuador.
impact on the density of local water basins. CN consumes three litres
POSITIVE IMPACT ON ECUADORIAN SOCIETY
Ecuador nowadays, a global
CN has a strong commitment to making
milestone and one of the best
positive changes to society in Ecuador.
indicators of water consumption
Its most ambitious programme, Growing for a Dream, offers training and
of water for each litre of beer in
for the AB InBev group as a whole. In the same way, CN has global
education to women in the company who,
commitments in conjunction with
as an example of relevance, make up
some brands and aims to have all
60% of the sales channel in its Latin
its products produced with
American stores.
renewable energy by 2025. CN is
The creation of this program is
dispensing with thermoelectric
benefiting 15,000 women and is based
energy in favour of wind and
on training, access to financing, technol-
hydroelectric power, a goal that it
ogy and even scholarships for their
has already achieved this year by
children, since part of what the company
using 100% renewable energy.
is looking for is for families to have a better future. The initiative #MeUno (#IJoin) involves
A COMMITMENT TO CONSUMERS
3,000 volunteers who work on initiatives
Cervecería Nacional’s approach is
from cleaning beaches – such as the
customer-centric; therefore, it
Corona campaign in Galapagos Islands
offers products that are integrated
– to helping and supporting children with
into its customers’ daily lives to
limited resources and learning difficulties,
improve them in a responsible way. w w w. c e r v e c e r i a n a c i o n a l . e c
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CERVECERÍA NACIONAL
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as far as promoting responsible con-
TECHNOLOGY AND DIGITISATION
sumption, since in Ecuador there is a risk
Technology and digitisation are key
of high consumption even among minors,
enablers in offering better quality
due to a lack of adequate differentiation
and services to CN’s customers.
The commitment to the customer goes
between low-alcohol drinks and illegal
For example, 90% of the
alcohol (which makes up 30% of the total
company’s sales happen by
national consumption).
teleshopping. CN has created a
CN has a commitment by which its
whole Artificial Intelligence (AI)
portfolio sets the alcohol levels at 30% for
system that can offer recommen-
low-alcohol content beverages, as well as
dations to customers, according to
operating a programme to educate
indicators such as the day of the
consumers and sellers in responsible
week and the predicted consump-
consumption habits.
tion for that area, region and geolocation.
CN
Employs 2500 collaborators
increasing Ecuador’s per capita beer consumption, since it is one of the lowest in the region. It is currently set in 32l of beer consumption per year, unlike the 48l in Colombia and Perú and the
Produces an average of $ 100 MN in revenue every year
nearly 80l of consumption in Mexico and Venezuela. This generates a very strong growth potential for the beer market, which is linked to the development of beer culture and to boosting
The company is growing again after 2016 (17% of lost sales)
beer as part of the life of Ecuador’s population. In addition, CN is developing other product lines, some of which are related to beer such as the malts line, but also non-alcoholic beverages. For this an investment plan of around $400mn has been created for the next 5-year period.
For this, CN is integrating a B2B platform where customers can order via an app or through the website, tracking their orders until delivery. The company has also developed the ability to measure trends in real time by monitoring social networks, in a Command Centre from where all the marketing of its brands is generated since the company’s digital media originates there, too. As development objectives for the coming years, CN plans to help w w w. c e r v e c e r i a n a c i o n a l . e c
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Km. 16,5 VÃa a Daule, Guayaquil, Ecuador, 090610 T +593 4 216 2066 www.cervecerianacional.ec