José Méndez López, son of past president Jose Mendez Fernández, becomes President. B. Fernández & Hnos., Inc.
A year before his death, José Méndez López inaugurated the first Controlled Temperature Warehouse facility in the Caribbean, built to store Budweiser beer. B. Fernández & Hnos., Inc. received recognition as one of the largest distributors of groceries, household products, liquor, and beer on the Island.
José Méndez López passed away and José Ángel Méndez Carrero, his cousin, is named President of B. Fernández & Hnos., Inc.
A campaign that turned a country upside down: Virazón
B. Fernandez & Anheuser Busch developed an integrated marketing strategy to recuperate sales and market share after being affected by a recently launched beer. The label of the Budweiser can, changed from vertical to horizontal and to create excitement among consumers, the Virazón Campaign was born. Budweiser would promote dance competitions in the different bars of the country to culminate in a summer "closing" competition in the La Guancha area of Ponce. About 30,000 people in attendance chose the best dancers to the rhythm of the "Virazón.” Cuco Peña worked the music of the ad, changing the Boogaloo’s six chords from El Gran Combo. Sales skyrocketed; the campaign won awards, regained the hearts of consumers, and today is the most remembered beer promotion executed in Puerto Rico.
B. Fernández & Hnos., Inc. created Eagle Investments Fund to diversify the business by investing in local manufacturers of food products.
B. Fernández & Hnos. opens a Regional Distribution Center dedicated to Kellogg’s, where the product is consolidated from various plants from different countries. The initiative resulted in consumer savings and a significant improvement in service to our customers.
Eagle Investment Fund acquires Pan Pepín, the second-largest bread manufacturer on the Island, and Baguette, Inc., manufacturer of pre-cooked bread.
At the same time, B. Fernández & Hnos. opens El Almacén del Vino or “The Wine Warehouse” to directly serve the liquor and wine consumer segment.