Innovating The Culture Of Flavor In The Colombian Caribbean. Mulegé, Craft Beer

Abstract

Mulegé S.A.S. is an innovative company focused on the manufacture and marketing of craft beer, operating in the Caribbean region of Colombia, with headquarters in the city of Montería, capital of the department of Córdoba. In this Caribbean region, due to its warm climate and cultural culture, people at all economic levels consume beer from the age of majority. The population most likely to try the flavors of beer are young people and adults between the ages of 18 and 55. It has been proven that craft beer reaches much more exquisite tastes, generating a consumer culture at the middle to the highest economic levels. The main objective of this innovative study is to reach the adult population of interest on the Colombian Caribbean coast, making "Mulegé"-style beers available in different varieties and sizes, such as blonde and brown beers, in different dimensions: glass bottles: 330 cc, 250 cc, and 520 cc liters. and in 1.5 l and 2.5 l jugs. Also packaged in 270 cc and 330 cc cans. Sales projections over a five (5) year period result in sales of more than 100 thousand liters of beer, generating an average net profit per year of more than 25%, without taking into account that in that period of time the business can be expanded throughout the Colombian Caribbean coast and this estimate could be multiplied.