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Home arrow Browse Archive arrow Consumer Goods and Services arrow Latin America’s Beverage Market – Branding vs. Distribution - September 2002
Latin America’s Beverage Market – Branding vs. Distribution - September 2002
 Consumer Goods and Services
 
Author: Oscar Gonzales

American beverage manufacturers — which live and die by brand strength in their own market — are often befuddled by the challenges of distribution in Latin America.
In 1996, Pepsi began pressuring its principal distribution partner, Grupo Ciscernos, to contribute more to their partnership after Pepsi invested millions developing its brand in Venezuela.
 
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