Cervecería Allende wants to mark a milestone in the Mexican craft beer market: consolidate its presence in the United States and position itself at the top of the category in Mexico.
The company, which was founded in 2014, arose with the idea of extolling products made in Mexico just at a time when the country’s two large brewing groups, Grupo Modelo and Cervecería Cuauhtémoc Moctezuma, were acquired by international giants.
Rodrigo Moncada, general director of Cervecería Allende, says that after six years of the creation of the brand, which operates from San Miguel de Allende, Guanajuato, they are ready to consolidate their growth, and for this, they have started the search for investors. Mexicans.
“We have already grown up and we are in a stage that we see as adolescence. We decided that it is time to change and to do so we decided to look for investors: independent Mexican capital that will help us grow and position ourselves where we want,” says Moncada.
Grow up in America
After the resources were provided in the first stage by the group of partners and relatives, going out to look for investment funds interested in the project was quite an adventure.
Now, and after knocking on several doors, Moncada says that they are about to close an investment round, of which they did not share details, but they did share the goal: “The idea is to become the leading beer nationally in less than three years and internationally also to stay at number one, because now, by volume we are the third”, he details.
The investment, expected at the end of March, will go towards increasing production capacity, which now exceeds 5,000 hectoliters per year. Also to the development and strengthening of distribution channels, marketing and the creation of a line of canned beer, with which it will face the , which the sector has been experiencing since last year.
Although the idea is to consolidate in Mexico, where the brand already has a presence in most states with a strong presence in the Bajío area, Mexico City, the Riviera Maya, it will also seek to increase exports to the United States, especially in California and Texas.
Europe, the next step
Cervecería Allende bears the name of a city that is considered a cultural heritage of humanity, known for its baroque architecture exalted in the parish of San Miguel Arcángel, which appears on its label.
Now, after consolidating its local sales, Cervecería Allende is also seeking to take its beers to markets such as Spain, Germany and Japan, through alliances with distribution companies that have accompanied them to make their way into stores and restaurants in these countries, and the bread is to strengthen these direct distribution channels.
“Little by little we have been finding the market, and what has helped us is our product and our history. In addition to having the board always thinking about how to solve challenges and be attentive to the needs of the client, this has allowed us to reach different countries at an international level”, he shares.
