85% of Nativa's sales are in the farming communities of Northern Colombia and this region depends on farming as the main source of income.

We needed to protect farmers, our main audiences businesses and at the same time guarantee Nativa production for the following year, as cassava is the main ingredient of our beer.

Our brief was how could Cerveza Nativa do something to support cassava farmers?

Objective: engage with farmers on a way is relevant to them (our consumer) and reinforce brand loyalty and promote cassava production.

Our challenge was to create an impact in the the community where we operate. We knew the only way to keep building our brand was to create something relevant that resonate with our target audience. We found an opportunity in using our already existing supply chain and a slight modification to our packaging to offer true added value for our audience that would easy fit into their lives.

A rain gauge in Colombia costs 18 US dollars, that amount equals the monthly income of 3 farming families in Colombia. With Nativa meter, they just spend 24 cents of a dollar on a beer they already buy. Farmers get the same technology as a professional rain gauge to protect their crops and their business, which secures cassava production, so we can continue making Nativa beer. After a long week of work; farmers gather together to celebrate the week by drinking beers.

We did research and teamed up with a group of meteorologists and agricultural experts of the University of Bogota to bring all the benefits of a professional rain gauge to a beer bottle.This is a crucial instrument for hydrology and agriculture.

Our label indicates if the precipitation is light, intermediate or heavy and has a whatsapp number to connect with experts and help farmers better manage their crops.

There are 1.2 million Nativa Meter bottles in use today.

Sales in the Colombian northern Cordoba region have increased by an unprecedented 140%.

3 Million Whatsapp Interactions during the rainy season (5 months of the year).

The idea has generated $10.5 million in earned media.

850 tons of cassava have been saved guaranteeing production of Nativa beer for 2024 and first quarter of 2025.

This innovation is now being used by other beer brands from AbInBev in countries where climate change affects farming like Peru, Chile and Ecuador.