Brazil: Nation on the rise Oktoberfests: Bavarian beer ... - Erdinger

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Daniel Cabo, Sales Agent
South America for Weissbräu
As an adamant beer lover, I have been
proud to represent ERDINGER Weissbräu
since 2006 for the Latin American markets.
It has been a tough but rewarding
challenge to identify our key partners in
order to have the brand well represented
and positioned as the top wheat beer of
the world in nearly all the Central and
South American countries and the
Caribbean.
Mr. Cabo, can you give us some information
about yourself so that our readers can get
to know you a little!
I was fortunate to expand my horizons by
attending boarding school in my teens for two
years in Dublin, Ireland and Lausanne/Switzerland,
as well a year in Paris, France. I really
enjoyed traveling, meeting people and having
new experiences while learning different cultures
and languages.
My professional life began right out of Business
School, as the General Manager of a start-up
bottling plant in Tecate, Mexico. There, I got right
into the beverage industry bottling soft drinks,
Tequilas, water and a coffee liquor. After that I
launched my own bottling plant in Tijuana,
Mexico, importing water from the United States
and selling to resorts throughout Mexico. After
that in the early nineties I moved to the brewery
business.
Page 14
Daniel Cabo, Sales Agent South America
Now, in my mid-forties, I enjoy time with my
10-year-old daughter and look forward to
showing her the wonders of the world as I have
done so myself. Amongst all this, I truly enjoy
having an ERDINGER and a good laugh with friends,
colleagues and even rivals. To me these are the
magical moments in life and most pleasurable no
matter what part of the world I am in.
What are the special challenges of your
job? What makes it so appealing to you?
My continuous journey is to educate the local
consumers of this fantastic Bavarian specialty.
The beauty of ERDINGER Weissbier is that it
stands on its own as being far superior to any
other imported brand and that of any local
production. The clear message and focus of
ERDINGER Weissbrau is a ‘Bavarian way of life’.
This brilliant viewpoint has them remain strictly a
wheat beer producer of high quality and not
quantity. Conveying this message has been the key
to winning the pallets of the Latinos.
Due to my strong belief in ERDINGER, my main
goal is to achieve presence in every Latin American
country by year’s end.
What would you say has been your greatest
achievement as a Sales Agent for ERDINGER
Weissbräu?
The key to ERDINGER’s success in these Latin
markets is twofold; identifying the key partner in
the country and then tailoring the approach in
each specific market. The foundation is critical
for long-term growth and stability of the brand. It
means recognizing the right partners to grow
together, as if it is a child.
I often tell our importers “paso por paso” one
step at a time. In addition to that, each country
requires a customized way of communicating the
very focused ERDINGER message of quality,
uniqueness and the Bavarian way of life, as each
region is surprisingly different.
In the countries you look after, what do
people think about Bavaria, Bavarian beer
and of course Weissbier from Erding? What
are the common clichés?
Consumers think primarily of German beer.
"Made in Germany" has power, stands for quality
and precision. My challenge is to explain the
character of Bavaria and to successfully sell our
ERDINGER wheat beer specialties.
The football world championship will take
place in <strong>Brazil</strong> in 2014. How will this
affect the beer sales? What does the
championship mean to you?
Not only is <strong>Brazil</strong> hosting the next World Championship,
they are also hosting the 2016 Olympics
AND they represent 60% of the beer consumption
in the entire Latin American region. With all of
that, over the next 4 years there will be tremen-
dous opportunities for ERDINGER Weissbier to
ride the ‘samba wave’. Having been in this market
for over 10 years now with over 3000 accounts,
ERDINGER is well positioned to participate in
these exciting world events.
As a football freak myself, I do believe in the
cliché of <strong>Brazil</strong> = football, therefore, it will
always be an amazing tournament. <strong>Brazil</strong> is the
only country having won 5 world champion-
ships and that has played in all final stages of
every football world cup tournament. It will most
likely be a national holiday every time they play
during the tournament and the atmosphere will
be incredible for all 192+ million <strong>Brazil</strong>ians plus
some estimated 600,000 international visitors. In
these types of prestigious events people tend to
celebrate with the finest. This is another perfect
example of why ERDINGER will do well. Top
event, top beer.
And your favorite ERDINGER experience?
Are there any moments or ERDINGER
stories which you’ll never forget?
Yes, but those are private just like the brewery's
formula.
IMPRINT:
Published by:
eRDInGeR weissbräu
Lange Zeile 1 und 3
85435 erding / Germany
tel: +49 81 22 4 09-0
fax: +49 81 22 4 09-317
editing and text:
kiecom, Munich
Design:
Signalwerk – Agentur
für Kommunikation,
Munich
Printed by:
Druckring, Munich
Photos:
Celso Deniz/fotolia, p.1
Gaelj/fotolia, p.4 left above
Zentilia/fotolia, p.5 right above
Peter Bauersachs, p.6 above
Alejandro Bolivar/dpa, p.6 below
Veronika Edalini, p.8 left above
Samy Minkoff, p.10 center
above and big picture
Getty/Alexander Hassenstein,
S.10: small picture left above
and below
Gregor Bresser S.10:
small picture center left
Getty/Alexander Hassenstein,
S.10: small picture right
Wolfgang Breiteneicher/
Schneider Press, p.11 above
PGA <strong>Nation</strong>al, p.13
all others:
ERDINGER Weissbräu
April 2012