The health-conscious segment population became Fitzer's target market. They found a way to include an alcoholic beverage into their wellness-oriented lifestyle.
With this idea in mind, Fitzer developed a business that embraces social and environmental responsibility as a core value to the business. Fitzer strengthens all stakeholders by setting business policies and applying a 360 degree vision coverage (company, growth, profit, employee development, environmental and community benefit).
The innovation helps to achieve the following SDGs: Decent Work and Economic Growth, Industry, Innovation and Infrastructure, and Responsible Consumption and Production.
Maria Fernanda Gonzalez Elizondo
EGADE Business School Tecnologico de Monterrey
MARTIN H BREMER
Fitzer business model innovations include:
Fitzer seeks to break with the negative connotation of the alcoholic beverage industry by joining groups and associations that promote and inspire inclusive recycling, circular economy, physical activity and long-term social impact projects.
After a year of hard work and perseverance, Fitzer has successfully become a CO2 neutral company, therefore aiming to be a B Company, emphasizing on the importance of recycling, circular economy, and consumer habits.
Fitzer business model includes the following innovations:
Do Good: This company area promotes community and environment well-being, no doubt increasing employee retention and satisfaction at the same time, so the company's reputation and visibility is positively impacted.
Recycling supply chain: By developing a recycling ecosystem in the community, it improves perception to the company, community quality of life and reduction of supplies cost.
It all starts from the very core of the business, since Fitzer employees are ambassadors of the “Fitzer way”: they are deep into the social and environmental responsibility culture.
At Fitzer, they want to challenge the status quo and be the benchmark that disrupts the alcoholic beverages industry through technology, creating the best product in the market and implementing a circular economy in their business model. They seek to inspire and bring together all those who want to enjoy their lifestyle without a hangover,
Paulina Macías, Do Good & Brand Strategy Jr. Lead
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Monterrey, Nuevo Leon, MX
Business Website: https://www.drinkfitzer.com/
Year Founded: 2019
Number of Employees: 11 to 50
Fitzer is a 100% Mexican startup founded in 2019. Participates in the alcohol beverages industry. It attends a segment of customers who are looking for health-friendly beverages that goes along with fun, flavor and experience.
A true hard seltzer drink. No bitter, no sweet, reduced carbs, keto friendly. No need to give up on your healthy lifestyle.