Non‑Alcoholic Beverage Push Expands in Argentina and Ecuador

CCU Argentina promoted its alcohol‑free Imperial 0.0 beer ahead of Los Pumas rugby matches, launching a limited‑edition “Imperial Golden Sin Alcohol Los Pumas” can and running tastings, university tours and stadium beer‑garden activations to encourage responsible consumption.

In Ecuador, beverage group Grafandina introduced the Ready‑to‑Drink brand Maniak, a product from Peru’s Cartavio Rum Company. The launch will begin in Quito and Esmeraldas with an initial $100,000 investment, targeting 10,000 points of sale and an expected 250,000 units sold in the first year, while creating roughly a 15% rise in direct and indirect employment.

Both initiatives illustrate a growing focus on zero‑alcohol options in Latin America’s beverage market.