AB InBev - Cristal: Reframing Peruvian Pride
Sergio Terry
AB InBev | Cristal Beer | 2016-2020 | Brand Repositioning Strategy
THE KNOT
Cristal was a legend, but legends don’t always connect.
Cristal has been Peru’s leading beer for over 100 years — a true national icon, deeply tied to cultural memory and tradition.
But legacy can become a weight. We found three signs of it:
Heritage fatigue:
Perceived as their parents’ beer, distant, institutional.
Competitors closer to culture:
More relatable, fresher positioning.
Market share decline in Lima:
Urgent need to reconnect without losing authenticity.
Cristal spoke like a nation-brand, patriotic, broad, the same for everyone. Competitors spoke street, tailored, everyday, alive.
The challenge: turn a distant national voice into one that lives in people’s conversations.
Photo by Jose Figueroa, Source: Unsplash
THE DOTS
Our cultural research uncovered a timeless code of identity and belonging, the key to making Cristal relevant again.
Cultural
In Peru, identity lives in the barrio (neighborhood), it’s not just a place, it’s your second family, your pride, your safety net.
Aspirational
These traits resonate strongly with younger audiences, offering a bridge to make the brand feel closer, cooler, and more relevant.
Linguistic & Behavioural
Expressions like tener barrio (street-smart wit) and tener esquina (presence, instinct,charm) encode admired values, resilience, social intelligence, confidence.
Perceptual Gap
For some segments, barrio still carried stigma, associated with disorder or neglect.
The Strategic Opportunity: Reposition Cristal as the beer that embodies barrio values — resilience, social intelligence, solidarity — in an authentic, aspirational way.
Illustrations by Percy Chavarry
THE STRATEGY
New Strategic Role
BRING PEOPLE TOGETHER
TO STRENGTHEN PERUVIAN "BARRIOS"
We shifted Cristal communication from talking like a nation-brand — patriotic, broad, the same for everyone — to becoming a true connector of "barrios".
This meaningful role became the guiding spirit for every idea, ensuring strategy, creativity and business objectives worked as one.
We designed a multi-year, digital-first platform rooted in barrio culture — expressed through voice, stories, and iconic activations. The strategy was structured in two 18-month phases, with over 15 campaigns in total. Each phase was built to strengthen a distinct consumer mindset.
Phase 1 — Barrio as a cultural geography
Positioning barrio as a physical place: local, authentic, and street-honest.
Highlights included:
Levantachelas: rewarding everyday hustle with a tighter, rawer brand voice.
Chelatón Cristal: celebrating local bar culture.
Corner Bottle: reimagining packaging around the street-corner ritual.
Phase 2 — Barrio as an attitude
Evolving barrio from place to mindset: a way of carrying resilience, creativity, and pride everywhere.
Featured Campaigns:
La Camisa Pa’ la Juerga: fashion drop connecting beer with streetwear.
The Hacking Jersey (Cannes Lions winner): football pride rewritten through local identity.
La Valla del Pacífico: rivalry “hacked” through Cristal’s own cultural codes.
Illustrations by Percy Chavarry
FEATURED CAMPAIGNS
LevantaChelas (2016)
Cristal kicked off its new era with Levantachelas: a national beer-crate carrying competition inspired by a 90s TV phenomenon. What began as a playful, absurd contest turned into a cultural movement, uniting neighbourhoods across Peru around pride, effort, and community — and proving the brand could speak in a raw, street-honest voice.
Chelaton (2017)
To expand beyond traditional beer moments, Cristal hijacked Peru’s Christmas gifting tradition with Chelatón: a six-pack disguised as a panetón (the country’s most consumed Christmas cake). Launched as a Facebook prank among 15 fictional “fake products,” it quickly went viral, sparking conversation and ultimately landing on supermarket shelves as a new seasonal ritual.
The Hacking Jersey (2018)
Ahead of a decisive World Cup playoff in New Zealand, Cristal faced the challenge of rallying support with only 64 Peruvian fans in the stadium. The idea: create an alternative Peru jersey so desirable that New Zealanders themselves would wear it. The Hacking Jersey transformed thousands of strangers into a roaring home crowd — turning distance into a powerful expression of national pride.
Illustrations by Percy Chavarry
RESULTS
+5% market share recovery in Lima, regaining national leadership after 4 years.
Positioned as Peru’s most valuable beer brand.
38% increase in volume during key activation periods.
Double-digit growth in young adult segment (+12% in penetration).
Significant lift in brand attributes: “most innovative beer”, “closest to people like me”, and strong gains in “fun” and “authentic” perceptions.
Over 15 breakthrough campaigns across music, fashion, and sport in 3 years.
Positive sentiment consistently above 90%, highest in the Peruvian Beer portafolio.
National and international awards, including Grand Effie Perú (Best Brand Positioning), multiple Effie Gold, and the brand’s first Cannes Lion.
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Posted Aug 19, 2025
Repositioned Cristal Beer to connect with younger audiences through barrio culture, achieving market share recovery and brand growth.
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Timeline
Jan 1, 2016 - Jan 1, 2020
Clients
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