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Baines, Fill, & Rosengren: Marketing 4e

Chapter 6: Marketing Case Insight 6.1: Soberana

When an international beer brand took 10% of the Panamanian beer market, it was time for local brand Soberana to re-evaluate their approach. We talk to the Brand Franchise Manager of Soberana, Fermin Paus, to find out how they responded.

Soberana was launched in 1969 and its name, which means sovereign in English, refers to a historic Panamanian moment. In the 1960s Panama started claiming its sovereignty over territories that were in hands of the USA, which had entered the country at the beginning of the 20th century to finish the construction of the Panama Canal.

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