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 Colombia, the sale of beer is an interesting source of income for many small businesses. In order to sell it, one only needs to meet a series of requirements; having a warehouse, refrigerators or a freezer, and a specific place to display it. Something that doesn't seem unattainable, but when you're in a country where the average space of a local business is 3x3 meters, it really becomes something impossible.

Context:

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 beer in the form of a card that fits in a pocket, created to be sold in places where beer cannot be sold due to legal issues, in locations where there is no storage space, let alone cooling capacity. A card with a unique code that, when registered on our platform, will deliver 6 cold Club Colombia beers to any destination in the country thanks to Ta-Dá (our delivery service, the only one in the country that delivers beer cold).

- 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 20% discount on beer purchases, directly boosting our sales by 2.4%.