Thursday, January 22, 2004
We know that many of you have followed the exciting (nudge nudge) ups and downs of our parasol sagas with keen interest and pleasingly we are now able to give you an even more encouraging update than the last time. It was as long ago as October that we last touched on the subject and we had left the matter on quite an upbeat; in that Budweiser were able to provide within 24 hours of agreement, 3 brand new parasols – unfortunately not 6 as promised – for covering the sunnier parts of our Terrazza. The almost immediate consequence of this action did not come in the form of 3 more parasols from Budweiser but, in true market competitive fashion, 6 from the main beer company here, namely ‘Presidente’, who seemingly were only spurred into action, in spite of promising us a minimum of 12 parasols some 2 years previously, when we raised the Budweiser flag. All well and good, for Presidente that is, but a slight technical difficulty remained: appropriate bases in which to insert said parasols were not so immediately forthcoming, in fact it has taken the currently favored beer company since then until now to find enough for us to put up 4 of their parasols that we had kept, not very market competitively, neatly and tidily wrapped up in plastic in our storeroom all this time waiting for the right bases to show up for the unveiling to take place.
So now as you walk by on the beach and look up at our bar and Terrazza you will see all 6 standing proudly announcing that we do indeed sell “probably the Americas’ finest beer”. We are looking forward however to how Budweiser or Coors or Guinness, for that matter, will respond and if they will keep the parasol supply rolling on and on in spite of Presidente’s belated comeback.
Meanwhile seven years later:
Not only has Presidente continued to hold sway with its parasols on the Boca Chica beach but it has also weathered the marketing storm from its competitors not only proving very successful with its Presidente Light variety but also owning the second most popular brand of beer in the Dominican Republic, that of Bohemia.