Schincariol has upped the ante in its fight for market share with AmBev. The brewer has announced plans to open a beer production plant in Igrejinha in the southern state of Rio Grande do Sul.

The announcement was officially made yesterday with the governor of the state, Germano Rigotto, in attendance.

Schincariol has aggressively marketed its new beer brand Nova Schin, launched in August this year, to loosen AmBev's domination of the Brazilian beer market. In September AmBev's market share fell from 70.2% in June to 60.1%, while Schincariol saw its share jump from 9.7% in June to 11.5%.