This company profile of Bavaria reveals the unethical practices of Colombia’s largest beer producer. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception, the Dubious Five strategies.
INTRODUCTION
Bavaria was founded in 1889 in Bogotá, Colombia. Over more than a century, it expanded through acquisitions and consolidation of regional breweries, becoming the country’s dominant beer producer and one of the most powerful subsidiaries within the global AB InBev group. Since 2016, Bavaria has been fully owned by Anheuser-Busch InBev SA/NV (AB InBev), headquartered in Leuven, Belgium. The company operates multiple production plants across Colombia and maintains a market share of around 80 % of the national beer market by value. Bavaria’s portfolio includes leading national brands such as Águila, Poker, and Club Colombia, which together account for most of the beer consumed in the country.
FACTS ABOUT BAVARIA
- Net revenue (2024): COP6,923,195 Million
- Gross profit (2024): COP3,687,648 Million
- Profit after tax (2024): COP2,306,255 Million
- Marketing spending (2024): COP251,782 Million
- Lobbying costs: not available
- Number of employees (2022): About 4,200
- Market share (2022): Around 80 % of the Colombian beer market by value
- Parent company: AB InBev
- Subsidiaries: Cervecería Nacional Holding S.A. (Panamá), Cervecería del Valle S.A.S., Cervecería Unión S.A., Maltería Tropical S.A.S., Indugral S.A.S., Maltería Tibitó S.A.S., Cervecería Boyacá S.A.S., Cervecería Barranquilla S.A.S., Cervecería Bucaramanga S.A.S.
BRANDS
Beer
- Águila
- Águila Light
- Águila Fusión Limón
- Águila Imperial
- Poker (Pura Malta, Roja)
- Club Colombia (Dorada, Negra, Roja, Doble Malta, Trigo, Siembra)
- Costeña (Bacana)
- Costeñita
- Pilsen
- Redd’s (Rosé)
- Nativa
- Bahía
- Azteca
No-alcohol beverages
- Pony Malta (Mini, Pix, Bit, Vital)
- Malta Leona
- Agua Zalva
Imported brands
- Corona
- Corona Tropical (hard-seltzer)
- Budweiser
- Stella Artois
- Michelob Ultra
- Beck’s
- Busch Light
- MIKE’S
Refajos
- Cola & Pola (Limonada de Coco, Lulo)
No-alcohol beer
- Águila 0,0%
- Club Colombia con Café
MANAGEMENT TEAM AND BOARD OF DIRECTORS
- Sergio Rincón, President
- Angélica Alvarado, Vice President Non-Alcoholic Beverages
- Eliana Voldman, Vice President Talent
- Ricardo Targino, Vice President Sales
- Ricardo Abreu, Vice President Finance
- Samira Fadul Solano, Head of Legal and Corporate Affairs / Board Member
- Lorena Madrid Navarro, Board Member
- Cristián Samper Kutschbach, Board Member
- Alejandro Santo Domingo Dávila, Board Member
- Carlos Alejandro Pérez Dávila, Board Member
- Carlos Eduardo Lisboa, Board Member (AB InBev representative)
- Marcel Martins Regis, Board Member (former president, AB InBev representative)
- Alberto Preciado Arbeláez, Board Member (alternate)
- Juan Carlos García Cañizares, Board Member (alternate)
- María Cristina Córdova, Board Member (alternate)