Wisdom Import brands enjoying a banner sales year.

Wisdom Import brands enjoying a banner sales year

As the beer industry readies for the NBWA's annual conference and the final sales quarter of 1990, Wisdom Import Sales Co. Inc. is heading for an all-time sales record for the year, with overall company growth exceeding 17 percent year-to-date through the end of August, according a company official.

"Topped by very strong sales on our number-one brand, Tecate," said Wisdom president Manuel Rubiralta, "Wisdom will unquestionably have the largest sales-volume year in the company's history. Tecate sales are up nearly 20 percent through August, and our Bohemia, Anchor Steam and Penafiel products are also showing strong growth."

Bohemia, Wisdom's second-largest selling brand from Mexico, is up 14 percent in sales through August, and Anchor Steam (represented by Wisdom in the Western U.S.) is up 10 percent in the Wisdom area, according to Rubiralta.

Another bright spot for Wisdom is Penafiel, the line of sparkling mineral water which is imported direct from Mexico.

Sales of Wisdom's Watney's brands--Red Barrel, Light and Cream Stout--are now responding to the restructuring that took place after Wisdom assumed national sales and marketing responsibility for the brand in 1989.

"Last year, Wisdom expanded nationally for Watneys, and much of this year was spent in consolidating the distribution network and modifying the brand's positioning," said Manuel Ramos, Wisdom's vice president of sales. "For '91, we've got some strong new advertising and promotions for Watneys, and we're currently launching a new family-look package for the three brands that we believe is really going to boost off-premise sales."

PHOTO : RECORD SALES YEAR BREWING for Wisdom Import Sales Co., which has reported its sales are up 17 percent through the end of August. The hottest brands are Tecate (up nearly 20 percent), Bohemia (up 14 percent), and Penafiel (up 18 percent).