Fitzer - Hard Seltzer - Innovation

Fitzer

8. Decent Work and Economic Growth 9. Industry, Innovation and Infrastructure 12. Responsible Consumption and Production

Overview

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.

Authors

Maria Fernanda Gonzalez Elizondo

Maria Fernanda Gonzalez Elizondo

Ituriel Liebes

Ituriel Liebes

Paola Dominguez

Paola Dominguez

School

EGADE Business School Tecnologico de Monterrey

EGADE Business School Tecnologico de Monterrey

Professor

MARTIN H BREMER

MARTIN H BREMER

Innovation

Fitzer business model innovations include:

  1. Market: the production model allows them to offer a high quality alcoholic beverage that does not have a direct conflict with the health conscious population and gives a better alternative for the rest of the consumers on a drink, related to experience and fun.
  2. Vertical integration: Fitzer built a vertical integration model where it consumes and provoques the recycling ecosystem activation in the region.
  3. Employee involvement: They implemented a “Do Good” area within the company that informs and develops structural changes in favor of the community and environment.

Fitzer - Hard Seltzer - Innovation

Inspiration

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.

Overall impact

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.

Business benefit

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.

Social and environmental benefit

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,


Interview

Paulina Macías, Do Good & Brand Strategy Jr. Lead

Photo of interviewee

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Fitzer

Fitzer

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.