Después de 34 años, una marca conocida mundialmente vuelve a Israel

Es una de las cervezas más vendidas del mundo, y sin embargo los israelíes de la década de los años 80 se negaron a “adoptarla”.

Esta semana, 34 años después, la marca Budweiser volvió a Israel con la esperanza de conquistar a los jóvenes amantes de la vida nocturna de Tel Aviv.

Han pasado 34 años desde la última vez que se vendió cerveza Budweiser en Israel. Ahora esa cerveza llega nuevamente de Estados Unidos a Israel, y muy pronto se la podrá encontrar en todos los bares, restaurantes y cadenas de comida.
Los amantes de la cerveza y quienes tienen una buena memoria seguramente recordarán que en la década de los años 80 se trató de comercializar la popular cerveza bajo el patrocinio de la empresa israelí de bebidas “Tempo”, que produce las cervezas Goldstar y Macabi. El intento no tuvo éxito.
Por cierto, el hecho de que la cerveza no conquistara a los israelíes es llamativo, ya que Budweiser es considerada especialmente suave y ligera, con un 5 por ciento de alcohol. O sea, ideal para el clima israelí.
Para quienes no sepan de qué estamos hablando, les contaremos que la cerveza estadounidense Budweiser se vende en más de 90 países, está situada en el lugar 33° de la lista mundial de grandes marcas. Y como muchas otras empresas exitosas, también ésta patrocina las principales ligas de fútbol del mundo, además de otros patrocinios a nivel internacional.
Hoy en día, la marca es propiedad de la empresa ‘Anheuser-Busch Inveb’ (AB Inveb), cuyo nombre no es conocido por muchas personas en Israel pese a que casi todos conocen sus productos. Se trata de una empresa gigante que vende el 30 por ciento de las cervezas en todo el mundo, y ocupa el séptimo lugar en la lista de las compañías de productos de consumo más grandes del el mundo. La empresa ‘Anheuser-Busch Inveb’ decidió encargar todo lo relativo a la comercialización y a la distribución de Budweiser en Israel a la compañía Israelí ‘Hakerem’.

La cerveza Budweiser vuelve a Israel

La cerveza Budweiser vuelve a Israel
(Ynet)
La cerveza de la disputa
La fábrica de Budweiser se fundó en el año 1859 en la localidad checa de Budejovice. El nombre alemán de la localidad es Budweis, y de ahí deriva el nombre de la cerveza, al igual que la cerveza Pilsner es un tributo a la localidad de Pilsen. (De hecho, Pilsen es como se denomina esta cerveza en los países hispanohablantes.)
Pero a partir de aquí la historia se complica: Adolfo Busch nació en Alemania y emigró a Estados Unidos en 1857. En el año 1864 fundó junto con su suegro, Eberhard Anheuser, la cervecera ‘Anheuser-Busch’. En la década de los años 70 del siglo XIX, viajó por toda Europa y se enamoró del estilo germano-checo de la cerveza suave y ligera, y en concreto de la cerveza de Budweiser. Busch regresó a Estados Unidos, y en el año 1876 lanzó una cerveza con el nombre de Budweiser.
Hubo innumerables batallas legales -probablemente las más famosas y caras del mundo de la cerveza- entre la Budweiser checa y la estadounidense. El acuerdo de conciliación que sigue en vigor hoy en día le prohíbe a la empresa ‘Anheuser-Busch Inveb’ (AB Inveb) comercializar su cerveza en Europa, a excepción de Irlanda, Gran Bretaña y Suecia- con el nombre de Budweiser. Sólo se les permite utilizar el nombre Bud. A cambio, la cerveza checa se comercializa en Estados Unidos con el nombre de Czechvar.

La cerveza Budweiser vuelve a Israel

La cerveza Budweiser busca conquistar el mercado israelí
(Ynet)
El objetivo: conquistar a los amantes de la vida nocturna de Tel Aviv
El de la cerveza en Israel es un mercado estacional, y su consumo aumenta en verano. El consumo de cerveza en Israel por persona es de unos 18 litros al año, una cifra significativamente baja en comparación con otros países, como por ejemplo Alemania, donde el consumo anual es de unos 136 litros por persona, Gran Bretaña con unos 110 litros y Estados Unidos con 100 litros que se beben allí con sumo placer.
La empresa ‘Anheuser-Busch Inveb’ (AB Inveb) entendió que Israel es un país desarrollado en lo que respecta al consumo de cerveza, y que las cifras mencionadas anteriormente encierran un considerable potencial de expansión. Por ese motivo, Israel se ha convertido en objetivo estratégico para el lanzamiento de la marca estadounidense en el marco de un proceso de expansión global (junto con países como Holanda, Polonia y Francia).
Por cierto, esta no es la primera vez que la empresa está presente en Israel; a lo largo de los años introdujo en el país marcas conocidas y populares como Corona, Stella Artois, Beck’s, Leff, Franziskcaner y otras.
Las numerosas marcas de la empresa en Israel la ayudan también en la lucha por ganarse a la generación joven, que prefiere marcas premium de cerveza. Los primeros lanzamientos de Budweiser como marca premium comenzarán en la zona de Tel Aviv, en un intento de atraer a los juerguistas más jóvenes. Primero en bares y pubs, y después se podrá encontrar la marca también en lugares que funcionan toda la noche.
En la primera fase del lanzamiento a Israel llegará sólo la Budweiser clásica. Después, la empresa se propone exportar a Israel también la cerveza Bud Light (con porcentajes de alcohol más bajos que la cerveza clásica). Y también exportará la Bud Zero (con cero porcentaje de alcohol). Todas las cervezas de la marca que se vendan en Israel serán kosher, aptas para el consumo de acuerdo con las leyes religiosas judías.
Fuente: Ynet

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