We hacked the beer purchasing decision within the category, infiltrating into shops where Club Colombia (and even beer itself) cannot be sold, challenging our presentation to fit into new spaces and into the pockets of our consumers. A unique opportunity to sell through alternative channels and points of sale, reaching new consumers by positioning ourselves in the impulse buying sector, a space where beer had never been before, thus avoiding logistical issues in warehousing, refrigeration, and alcoholic beverage trading permits.

In Colomba, there are countless regulations regarding the sale of beer. It is said that it can only be sold as long as the business complies with a series of storage, freezing, and warehousing requirements. These requirements are impossible to meet when you are in a country where the average space of a local business is 3x3 meters.

Contexto:

Club Colombia is one of the most important beers in the country, so much so that it carries the country's name in its own. Thanks to years of work in communication and marketing, the demand and consumption of the product have reached every corner of the country. The only drawback is that not all places where it is consumed and demanded have a shop that meets the requirements to sell it.

Brief:

How can we ensure that every person in Colombia, regardless of the city, town, or neighborhood they are in, has access to buy their favorite Club Colombia?

Objectives

Achieve access to new markets in beer sales.

Provide a new revenue option for local businesses.

Offer convenience to buyers to carry and enjoy our beers in the appropriate manner.

BEER CARD, The first beer in the form of a card that can be purchased anywhere, even in places where beer is not sold. A new way to pre-purchase Club Colombia in any type of store, without the need for a liquor license or refrigeration equipment; Once people purchase it and register it in the Ta-Da app, the beer will arrive cold at its destination. Unlike physical beers, there will be no issue with transportation as it fits even in a pocket.

- Individuals over 24 years old residing in Colombia who already have an affinity for our beer and demand more places and hours to be able to buy it throughout the national territory.

- Time is worth its weight in gold; purchasing and consumption decisions are governed by it. Even with a strong connection to a brand or product, unavailability is a significant factor. Not having it at the right time or place is not a deterrent to switching to another beer brand or beverage to save travel time to another location where availability exists.

• +4 million cards distributed in 16,000 local businesses.

• Official launch for 1 year from March 18, 2024.

• 1 Customized display in each local business in the impulse purchase section and near the cash register.

• We reached new markets in completely different categories: Sex shops, pharmacies, bookstores, florists, etc.

-35% increase in presence at retail locations.

-15% increase in additional income for small local businesses.

-54 kWh of energy saved per day by not using freezers in local businesses and homes.

-Customers receive a 12% discount on beer purchases, directly boosting our sales by 2.4%.