The secrets of the Isleña business model

2 years ago a group of entrepreneurs from Ibiza launched Isleña, the beer of Ibiza.

Today, the iconic beer is a reference in the island and its popularity is on the rise, especially among local youngsters and tourists.

What are the secrets to the development of Isleña?

1.       Cooptation: Starting from the shareholders to the hiring of employees, Isleña aims to be a truly local “Ibicenca” company. By doing that Isleña is able to stretch its local relationships. This has an important multiplying effect, that is a must for a small unknown brand that lives from a push strategy.

2.       Local sourcing: The product is truly unique. The cereals are partially sourced from Ibiza. Actually Isleña has made an agreement with the local cooperative (Coperativa de San Antonio) to buy all the barley that is produced in the island. They are further developing new variants to boost productivity and be able to increase the local content of barley. Isleña is keen on that and has started a certification process with Bureau Veritas. Future project is not only to have a 100% Ibiza barley beer, but to do production locally in the island.  At the end of the day, sourcing locally will not only give the product better legitimacy but will make Isleña a new employer in the region and contribute to the sustainability of the island, making fields profitable and protecting its future use for real state purposes.

3.       Starting small: no big financing rounds or marketing campaigns. Isleña is not worried about developing fast, but wants to rather develop at its own tempo, doing the right things at the right times. This allows Isleña to build its “legend”, remaining closer to consumers, focusing on the important, a good product, and avoiding being the arrogant big successful company that pushes its brand thanks to a big budget.

4.       Premium: Isleña beer is smooth and fresh, its packaging its innovative, beautiful, even inspiring and going into the emotional side by transmitting Ibiza values. It is a premium proposition, the only proposition you can get when you are a small company developing a niche market with a product with huge economies of scale associated to volume. Isleña is “skimming the market” with a value added proposition!

http://www.lacervezadeibiza.com/

Enjoy Ibiza, enjoy Isleña!