BRAZIL: FEMSA launches "mainstream" Sol

Mexican brewer FEMSA is to launch a new version of flagship brand Sol in a fresh assault on the Brazilian beer market.

The company, which owns Brazilian brewer Kaiser, is looking to bolster its presence in the mainstream segment of the world's third-largest beer market.

A source at FEMSA told just-drinks today (19 October) that the "new" Sol, dubbed Sol Pilsen, had been developed after seven months of consumer testing. The brand, the sources said, would sell for around BRL1.10 (US$0.52) throughout the country.

"Since the acquisition of Kaiser, FEMSA had noticed the opportunity of launching a new beer to fill the demand for a beer that is not too strong but at the same time, not too light. It is just right," the source said.

"The Brazilian beer market had not seen much innovation or the launching of a mainstream brand in several years.  That is why, after seven months of intensive research, FEMSA is finally launching the beer that the Brazilians indicated to be what they want."

The source said its Kaiser business was performing "much better" than in previous years after FEMSA leveraged its distribution network to increase sales.

"Most of our initial objectives are being accomplished. We have a long-term view for the business, and it will be a gradual process.  However, everything looks to be in the right place to start harvesting upon the actions implemented throughout the year," the source added.