The Philippine Embassy in Santiago is helping a local beer company to penetrate the South American market in the wake of the region's fast-growing demand for beers.
Philippine Ambassador to Chile Celeste Vinzon-Balatbat recently held a meeting with San Miguel Brewing International, Ltd. as part of the embassy's economic diplomacy programs to support the Philippines' best-selling brands.
During the meeting, Balatbat discussed Chile's potential as a "promising point of entry for San Miguel beer and other best-selling products into the largely untapped South American region," the Department of Foreign Affairs (DFA) said.
She also said that Chile's vast web of free trade agreements (FTAs) could facilitate the entry of San Miguel beer into neighboring Latin American markets in the long-term.
San Miguel Beer officials discussed their current challenges in tapping farther regions, such as South America.
So, the Philippine embassy expressed its commitment to help its products penetrate the Chilean market by engaging with the country’s largest domestic beer distributors, such as Cerveceria Chile and CCU, as well as meeting with smaller ones for possible exclusive distribution, including Kuntsmann and Concha y Toro.