Segmentos de mercado

segmentacin de mercado es el proceso de dividir un mercado en grupos uniformes ms pequeos que tengan caractersticas y necesidades semejantes Estos segmentos son grupos homogneos Debido a esta similitud dentro de cada grupo, es probable que respondan de modo similar a determinadas estrategias de marketing.

Cobertura Nacional blbanlblablbalablaa Principales Ejecutivos

Roelf Duursema Contraloria General

59 Years Old Roelf Duursema (59), is our General Comptroller and has been with us since 2004. He has been working with Heineken since 1978, in different countries around the world, in marketing, sales, finance and information technology positions, as well as General Management. Prior to joining us he was the Director for Corporate Information Technology for the Heineken Group. He received a degree in Mechanical Engineering from the Technical University Delft in the Netherlands and a Master?s degree in Economics from the Erasmus University in Rotterdam.

Marisol Bravo Asuntos Corporativos

50 Years Old Marisol Bravo (50), is our Corporate Affairs and Public Relations Manager and has been with us since 1991. Prior to her current position, she was Head of Special Projects. Before joining us, she was Assistant Manager of Marketing at Citicorp Mutual Funds. She received a degree in Business Administration from the University of Chile.

Patricio Jottar Gerente General (CEO)

47 Years Old Patricio Jottar (47), has served as our Chief Executive Officer since 1998. He is also currently a Director of CCU Argentina, ECUSA, Vi?a San Pedro S.A., Foods Compa??a de Alimentos S.A., Cervecer?a Austral S.A., Aguas CCU-Nestl? Chile S.A. and Compa??a Cervecera Kunstmann S.A. and is Chairman of the Board of Compa??a Pisquera de Chile S.A.. Prior to joining us, he was Chief Executive Officer of Santander Chile Holding. He received a degree in Business Administration from the Catholic University of Chile and a Master?s

degree in Economics and Business Administration from the Instituto de Estudios Superiores de la Empresa (?IESE?), in Barcelona, Spain.

Javier Bitar Via San Pedro Tarapaca

44 Years Old Javier Bitar (44), is the General Manager of VSPT and has been with us since 2004. Additionally, he is member of the board of Vi?as Valles de Chile S.A., a joint venture of VSPT. Prior to his current position, he was Chief Operating Officer of VSPT and General Manager of Vi?a Santa Helena. Prior to joining us, he was Senior Partner at Grupo Sur Consultores, a boutique consulting firm specializing in management consulting and business process design. He received Bachelor?s and Master?s degrees in Mathematical Engineering from the University of Chile and a diploma in Corporate Finance from the University Adolfo Ib??ez in Chile.

Hugo Ovando Compaa Pisquera de Chile

40 Years Old Hugo Ovando (40), was our Development Manager and had been with us since 1997. He was appointed General Manager of Compa??a Pisquera de Chile and assumed the position as of April 30, 2010. He is also a Director of Aguas CCU-Nestl? Chile S.A. Prior to these positions, he was Corporate Projects Manager and Investor Relations Manager. He received a degree in Business Administration from the Catholic University of Chile and a Master?s degree in Business Administration from Babson College. Our current Development Manager is Mr. Stephen Koljatic who has been with us since 2003, Mr Koljatic was our Strategic planning vice manager until 2005. During 2006 he was the finance manager in Transportes CCU. Later he joined Heineken?s Group Commerce in the Netherlands until 2008 when he assumed the sales managers position in Comercial CCU.

Marcela Achurra Asuntos Legales

44 Years Old Marcela Achurra (44), is our Legal Affairs Manager and has been with us since 1995. She is also a Director of Aguas CCU-Nestl? Chile S.A. Prior to her current position, she was Legal Counsel of our subsidiary Vi?a San Pedro S.A. She received her law degree from the Catholic University of Chile.

Dirk Leisewitz - Operaciones

64 Years Old Dirk Leisewitz (64), is our Corporate Operations Manager and has been with us since 1987. He is currently Director of Cervecer?a Austral S.A., Compa??a Cervecera Kunstmann S.A. and Cl?nica Alemana de Santiago S.A., a major private hospital in Chile. He is also a council of the Universidad Del Desarrollo, a large private university in Chile. Additionally, until April 2008, he was member of the board of the Chilean-German Chamber of Commerce and Industry. Prior to his current position, he was our General Comptroller during 17 years. Prior to joining us, he was Division Manager of the Morgan Guaranty Group in Chile. He received a degree in Industrial Civil Engineering from the University of Chile, and a Master?s degree in Administration and Management from the Catholic University of Louvain in Belgium.

Francisco Diharasarri - ECCUSA

49 Years Old Francisco Diharasarri (49), is the General Manager of ECUSA and has been with us since 1985. Prior to his current position, he was General Manager of CCU Chile, General Manager of ECUSA and General Manager of

PLASCO. He is also currently Chairman of the Board of Foods Compa??a de Alimentos S.A. and Aguas CCUNestl? Chile S.A. He received a degree in Civil Engineering from the University of Chile.

Francisco Sanchis Cervecera CCU Argentina

49 Years Old Fernando Sanchis (49), is the General Manager of CCU Argentina and has been with us since 1995. Prior to joining us, he was Chief Financial Officer of Embochile, a former PepsiCo bottler and held the same position at Uruguay?s PepsiCo?s bottler. He received an accounting degree from the Buenos Aires University of Argentina.

Theodorus De Rond Cervecera CCU Chile

55 Years Old Theodorus De Rond (55), is the General Manager of CCU Chile and has been with us since 2007. He is also currently a Director of Cervecer?a Austral S.A. He has been working with Heineken since 1978, in different countries around the world, in senior marketing and sales positions, as well as General Management. Prior to joining us he was Managing Director of Guinness Anchor Berhad (a joint venture between Asian Pacific Breweries and Diageo) in Malaysia, and before that the Corporate Marketing Director Pablo de Vescovi Recursos Humanos 57 Years Old Pablo De Vescovi (57), is our Human Resources Manager and has been with us since 1994. Prior to serving in this capacity, he was Human Resources Manager of ECUSA. Before joining ECUSA he was the Human Resources Manager of Embotelladora Chile S.A. (?Embochile?), a former PepsiCo bottler, and Human Resources Vice President of The Chase Manhattan Bank in Chile. He received a degree in Business Administration from the Catholic University of Chile.

Ricardo Reyes Administracion y Finanzas (CFO)

55 Years Old Ricardo Reyes (55), is our Chief Financial Officer and he has been with us since 1996. Prior to his current position, he was the General Manager of VSPT between May 2004 and July 2005, and our Chief Financial Officer for almost 9 years. Prior to joining us, he worked 18 years at Esso Chile Petrolera, an Exxon affiliate, holding the positions of Operations Manager, Financial and Planning Manager, and Information System Manager. He received a degree in Civil Engineering from the Catholic University of Chile.

Roelf Duursema - Contralora General 59 Aos de Edad Roelf Duursema (59), es nuestro Contralor General y ha estado con nosotros desde el ao 2004. l ha estado trabajando con Heineken desde 1978, en los diferentes pases de todo el mundo, en los cargos de marketing, ventas, finanzas e informacin, as como la

Direccin General. Antes de unirse a nosotros era el Director de Tecnologa de la Informacin Corporativa del Grupo Heineken. Recibi una licenciatura en Ingeniera Mecnica por la Universidad de Delft en los Pases Bajos tcnica y una maestra en Economa por la Universidad Erasmus de Rotterdam.

Marisol Bravo - Asuntos Corporativos 50 Aos de Edad Marisol Bravo (50), es nuestra Gerente de Asuntos Corporativos y Relaciones Pblicas, y ha estado con nosotros desde 1991. Antes de su cargo actual, fue Jefe de Proyectos Especiales. Antes de unirse a nosotros, fue Asistente del Gerente de Marketing de Fondos Mutuos Citicorp. Recibi una licenciatura en Administracin de Empresas de la Universidad de Chile.

Patricio Jottar - Gerente General (CEO) 47 Aos de Edad Patricio Jottar (47), se ha desempeado como nuestro Gerente General desde 1998.Actualmente es director de CCU Argentina, ECUSA, Via De San Pedro SA, Alimentos CCU Alimentos SA, Cerveceria Austral SA, Aguas CCU-Nestl Chile SA y Compaa Cervecera Kunstmann SA y es Presidente del Consejo de la Compaia Pisquera de Chile SA. Antes de unirse a nosotros, l era consejero delegado de Santander Chile Holding. Recibi una licenciatura en Administracin de Empresas de la Universidad Catlica de Chile y un Master en Economa y Administracin de Empresas por el Instituto de Estudios Superiores de la Empresa (IESE), En Barcelona, Espaa.

Javier Bitar - Via San Pedro Tarapac 44 Aos de Edad Javier Bitar (44), es el Gerente General de VSPT y ha estado con nosotros desde el ao 2004. Adems, es miembro de la junta de Via Valles de Chile SA, una empresa conjunta

de VSPT. Antes de ocupar su cargo actual, fue Director de Operaciones del Administrador de VSPT y General de Via Santa Helena. Antes de unirse a nosotros, l era socio principal en el Grupo Sur Consultores, una firma consultora especializada en consultora de gestin y diseo de procesos de negocio. Obtuvo licenciatura y Master en Ingeniera Matemtica de la Universidad de Chile y diplomado en Finanzas Corporativas por la Universidad Adolfo Ibaez en Chile.

Hugo Ovando - Compaa Pisquera de Chile 40 Aos de Edad Hugo Ovando (40), fue nuestro Gerente de Desarrollo y haba estado con nosotros desde 1997. Fue nombrado gerente general de Compaia Pisquera de Chile y asumi la posicin al 30 de abril de 2010. Tambin es Director de Aguas CCU-Nestl Chile SA Con anterioridad a estos cargos, se desempe como Gerente Corporativo de Proyectos y Gerente de Relaciones con Inversores. Recibi una licenciatura en Administracin de Empresas de la Universidad Catlica de Chile y un Master en Administracin de Empresas del Babson College.

Marcela Achurra - Asuntos Legales 44 Aos de Edad Marcela Achurra (44), es nuestra Gerente de Asuntos Legales y ha estado con nosotros desde 1995. Ella es tambin directora de Aguas CCU-Nestl Chile SA. Antes de su cargo actual, fue Asesor Jurdico de nuestra filial de Via San Pedro SA. Obtuvo su licenciatura en Derecho de la Universidad Catlica de Chile.

Francisco Diharasarri - ECCUSA 49 Aos de Edad Francisco Diharasarri (49), es el Gerente General de ECUSA y ha estado con nosotros

desde 1985. Antes de ocupar su cargo actual, fue Gerente General de CCU Chile, Gerente General de ECUSA y Gerente General de PLASCO. Actualmente es Presidente de la Junta CCU Alimentos SA y Aguas CCU-Nestl Chile SA Obtuvo una licenciatura en Ingeniera Civil de la Universidad de Chile.

Francisco Sanchis - Cervecera CCU Argentina 49 Aos de Edad Fernando Sanchis (49), es el Gerente General de CCU Argentina y ha estado con nosotros desde 1995. Antes de unirse a nosotros, l era director financiero de Embochile, un ex embotellador de PepsiCo y ocup el mismo cargo en el Uruguay PepsiCo Embotellador S.A Recibi un grado de contabilidad de la Universidad de Buenos Aires de la Argentina.

Teodoro De Rond - Cervecera CCU Chile 55 Aos de Edad Teodoro De Rond (55), es el Gerente General de CCU Chile y ha estado con nosotros desde el ao 2007. Actualmente es Director de Cerveceria Austral SA, ha estado trabajando con Heineken desde 1978, en diferentes pases alrededor del mundo, en senior de marketing y ventas, as como la Direccin General. Antes de unirse a nosotros, l fue Director General de Guinness Anchor Berhad (una empresa conjunta entre Asia Pacific Breweries y Diageo) en Malasia, y antes de que el Director Corporativo de Marketing

Pablo de Vescovi - Recursos Humanos 57 Aos de Edad Pablo De Vescovi (57), es nuestro Gerente de Recursos Humanos y ha estado con nosotros desde 1994. Antes de servir en esta gerencia, fue Gerente de Recursos Humanos de la ECUSA. Antes de unirse a ECUSA fue el Gerente de Recursos Humanos de Embotelladora Chile SA (Embochile), una ex embotelladora de PepsiCo, y el Vicepresidente de Recursos Humanos de The Chase Manhattan Bank en Chile. Recibi una licenciatura en Administracin de Empresas de la Universidad Catlica de Chile.

Ricardo Reyes - Administracion y Finanzas (CFO) 55 Aos de Edad Ricardo Reyes (55), es nuestro director financiero y ha estado con nosotros desde 1996. Antes de ocupar su cargo actual, fue el Gerente General de VSPT entre mayo de 2004 y julio de 2005, y nuestro director financiero de casi 9 aos. Antes de unirse a nosotros, que trabaj 18 aos en Esso Chile Petrolera, una filial de Exxon, la celebracin de las posiciones de Gerente de Operaciones, Gerente de Finanzas y Planificacin, y el Administrador de Sistema de Informacin. Recibi una licenciatura en Ingeniera Civil de la Universidad Catlica de Chile.