CCU: +1000% ecommerce growth managing a portfolio of more than 20 brands
CCU is the representative in Latin America of some of the most recognized beer brands on the market: Heineken, Budweiser, Miller, Grolsch, and BlueMoon, among others. Zenda manages their digital channels and advises the internal ecommerce and branding teams on digital performance, with results that include more than 1000% ecommerce growth since launch.
The challenge
Managing the digital presence of a large portfolio of premium brands means coordinating distinct communication plans, each with its own identity, audience, and objectives, without losing consistency or performance across any of them.
- Operating more than 20 beverage brands with independent digital communication plans, maintaining consistency and results across every channel.
- Advising the internal ecommerce and branding teams to align performance strategy with the commercial objectives of each brand.
Our approach
We developed a scalable management model that handles the full portfolio without sacrificing focus on any individual brand, combining direct execution with strategic advisory to internal teams.
- 01
Brand-level focus, portfolio-scale execution
Each brand in the CCU portfolio has its own digital communication plan. We coordinate more than 20 simultaneous plans, adapting strategy, creative, and media to the identity and audience of each one.
- 02
Advisory to ecommerce and branding teams
We work alongside CCU's internal teams to translate performance insights into channel, product, and positioning decisions, acting as an operational partner rather than a traditional external vendor.
- 03
Measurable growth in owned digital channels
Since the ecommerce channel launched, we have supported its development through performance strategy and media management, achieving growth of over 1000%.
Your brand could be the next case.
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