Quilmes Beer Brands

Ads of the world recently posted a great ad made by Saatchi and Saatchi for the Argentine beer brand Andes. It features a new invention call the Telestransporter which is a soundproof booth placed inside of bars so you can talk with your girlfriend/wife on the phone without her know you’re at the bar. They actually mocked them up and put them in bars in Medoza. At the end you get to see guys making excuses to their girls on the phone with fake background noise for extra effect. It’s a great ad so please check it out.

Quilmes is Andes parent brand and has a great approach to managing the demographic diversity that results from the disparate nature of its main geographic markets. The company has three different brands for three different regions of the country but it packages the same beer under these brands (at least I can’t tell the difference and I’ve drunk a lot of each brand.)



•Quilmes- This is sold in and around Buenos Aires. Quilmes is a small city outside of B.A. and is the traditional home to the brewery. It’s bottled with a blue and white label and is typically the brand that is exported to the states. It is the Argentine national beer and riles up the patriotism amongst porteňos.



•Andes- This is sold around the Andean region of Argentina. You’ll find it in Mendoza as well as more southern places like Bariloche and Ushuaia. People in these places really identify much stronger with their mountainous geography than they do with an old brewery outside of B.A. Stepping into Bariloche is a lot like stepping into a Swiss ski village. They even pride themselves on the local chocolate and you can have your photo taken with Saint Bernards with the barrel under their necks. Note the mountains on the label. This is a beer for mountain people and for city people that are on vacation to the mountains.




•Norte- Rolling up into northern Argentina the terrain becomes much more arid. The main city up there is called La Salta and it has a pretty detached and isolated feel to it. Neither the mountainous snowcaps nor the urban porteňo product will fly here. But they are proud of who they are and a beer named for them hits the spot. Still tastes the same though.

By the way, don’t ever tell anyone in La Salta that their beer tastes just like the Quilmes that River Plate fans drink down south.