October 31, 2007
Having a president on hand for the inauguration of a company is not a bad way to get operations underway in a new country. Ajegroup, a fast-growing Peru-based beverage multinational, got just this kind of plug in May when Honduras' leader cut the ribbon at its $7 million bottling plant in San Pedro Sula. Since then, the group, which is changing its name to AJE as part of a branding strategy, has opened a $20 million bottler in Colombia and its first brewery at home in Peru. And AJE continues to surprise with its opportunistic expansion strategy.
"We do not do what our competition expects," Alfredo Paredes, head of corporate issues and communication at AJE, tells LatinFinance.
International expansion is not confined to huge monopolists in the bigger markets. Peru's Ajegroup proves that size isn't everything.