Today Colombia is the fourth largest by volume for SABMiller in the world after China, USA and South Africa, and the second in profits, after South Africa. No doubt that this is part of the recipe, but it certainly would not have been possible for the cultural and business transformation is given as fast, if not for the enthusiasm and passion that the German 46-year spread them all those around him.
Always with a cigarette or a cigar in his mouth, and a tie only when you have a major interview, Lippert can not hide the passion that produces what it does. Its executives agree that it knows best beer in the company, and learned they can not get any free number in a presentation, because it can realize any inconsistency, and the numbers are not your company (orinconsistency is presented with 15 slides apart.) Why foam is white if the beer is yellow? What is the exact level of foam that reflects the highest quality of beer? What is the chemical formula for each of the beers of Bavaria and why each one represents a value proposition for consumers?Lippert know the answers to all these questions, and has ensured that even those who are not in the production department of learning.
The same passion he has for the product is reflected in their enthusiasm for the business. When asked about the market in Colombia, moved up the table to grab a marker and draw on the board of the boardroom, how is competition in the country. "In the past, Bavaria competed only in the beer market, and was lost opportunities," he says emphatically.
Today, the company has 98.6% of the beer market in Colombia, and though he is determined to win the fight smuggling and retain a 1% sales are informal, that is not their greatest challenge. In five years you go from having 65% of the alcoholic beverage market in the country to 68% on average in Latin America where the beer participates with 44%. Will he succeed? Taking into account that in 2006 was 63%, seems to be a possible goal to achieve.
