Revolving doors at Birra Peroni
Italy, the eurozone’s third-largest economy is in recession and prime minister Mario Monti predicted worse to come. What do brewers do in times of economic crisis? Change executives. Roberto Jarrín, 46, is the new CEO of Birra Peroni, the Italian subsidiary of SABMiller Group.
Mr Jarrín, born in Brazil and raised in Ecuador, joined Birra Peroni in January 2012, swapping seats with Birra Peroni’s previous CEO Alfonso Bosch, who has, in turn, become president of SABMiller’s subsidiary in Ecuador, Cervecería Nacional.
Mr Bosch has headed Birra Peroni, Italy’s number two brewer behind Heineken, since 2008 and has seen the brewer’s domestic output decline.
Italy or Ecuador? If pressed for a decision, we at BRAUWELT International would choose Ecuador over Italy.
Despite unpredictable socio-political and macroeconomic development, says SABMiller, Cervecería Nacional, the market leader with a comfortable 97 percent share and over 5 million hl in output, is registering double-digit beer volume growth.
Italy, on the other hand, is at a particularly delicate economic juncture. "We’re well aware of the fact that today’s market conditions and generalised contraction of consumption will have an impact on the beer industry as well," SABMiller commented on Mr Jarrín’s appointment.
According to Euromonitor, a research company, "Heineken retained its leading position in Italy in 2011, accounting for a total volume share of more than 27 percent, well ahead of second ranked Birra Peroni with a share of almost 19 percent."
The market researchers argue that "Heineken benefits from loyal customers and a winning strategy focused on advertising, many events and sponsorship, which increase its visibility. Peroni is, however, the leading brand, with a total volume share of 12 percent in 2011, ahead of the Heineken brand, which accounted for 8 percent."
