It’s been more than two years since the first drink in the king of beverages, Ramirez, went on sale.
It was a big deal for the brand, and for the company that built it.
“It was a pretty massive launch, because the consumer wasn’t expecting that,” Ramirez CEO Chris Staley told Ars.
But, according to Staley, it didn’t last long.
“I think it was a bit too much for some people, but for us it was probably too much, because we were trying to grow and evolve and create new brands,” he said.
“So I think it didn to last.”
Ramirez was the first beverage king to be entirely offline for nearly a year.
In the meantime, Staley and his team have been working on their next drink, Ramizar.
The first batch of drinks that will be made available for sale at Ramizara’s official website in March, they’ll include a brand new, all-premium Ramizir, a beer made by an Argentinean brewery.
But that beer is only available in select markets.
“We had a lot of really, really good feedback from our customers,” Staley said.
He said the brand is also adding more local and regional beers, and they’re hoping to expand to more markets by year’s end.
“What Ramizira is doing is creating something that’s really special and new and different,” he added.
“They’ve got this brand, but they’ve created something completely new.”
While the brand has a different name than the drink that started it all, it’s the same idea: A beer made from a local and indigenous beer.
Staley says Ramiziri is the most locally brewed beer he’s ever tasted.
The beer’s been available in Argentina for about a year now, but Staley admits it wasn’t a huge success.
“Our sales have been down in the last few months,” he explained.
“A lot of people weren’t expecting to get their hands on it, so they didn’t buy it.”
The problem is that the brand didn’t have much of a foothold in Argentina, and the only beer made in the country at that time was made with imported water from the neighboring country of Brazil.
“There was no demand in Argentina,” Staci said.
Ramizirs lack of appeal in the US and Canada also played a part.
“When you think about what was happening with the beverage market in the United States and Canada, that was a very big factor in why they couldn’t get their product on shelves,” he continued.
Ramis brand is being produced by an independent brewery in New Zealand, and it’s been on sale in Argentina since the beginning of January.
The brewery has since moved its headquarters from Buenos Aires to a new facility in Mexico City, but the company hasn’t announced when it plans to open a new brewery in the U.S. “You know that there’s always going to be demand for local beers,” Stasi said.
The brand is currently being marketed in Argentina by a company called The Ramizarians, but Ramizirin has also been made available to bars and restaurants around the world.
The Ramis new, premium beer, called Ramiziro, will be available in limited quantities in Argentina in the next few weeks.
“For the next year or so, the company is going to continue to invest in marketing,” Stassi said.
If the brand does well, Ramis will continue to expand and expand its offerings in the Americas.
But it’s hard to know what’s next for Ramis in the States.
The company has a limited presence in the states, but it’s already planning to expand its reach.
“Ramirez is going global, but we don’t want to just focus on one market,” Stiani said.
It’s hard for the Ramizis brand to find a niche in America, even if it does have a market that it wants to grow.
“Right now, we’re focused on the US, but with Ramizaris global expansion, we have a lot more plans for our brand in other markets,” Stiall said.