Blog: Olly WehringBattle in Brazil - global brewers on the prowl?

Olly Wehring | 9 October 2006

As I approach my third anniversary here at just-drinks, I am reminded by an analyst of one area I wrote heaps about during my first few months in the job.

Some of you may remember, in 2003, when the Brazilian beer industry provided interesting reading. The country’s second-largest brewer, Schincariol, stole a march on market leader AmBev almost overnight, with a marketing push that succeeded in eating away at AmBev’s dominance. With hindsight, AmBev concedes that it was “arrogant” and “slow” at the time.

In a note to clients today (9 October), industry analyst Bear Stearns is warning that a new battle is brewing in the South American country. This time, it looks like Kaiser, which Molson Coors sold to FEMSA at the beginning of this year, who is going to give AmBev a run for its money. The unit is poised to launch its own advertising blitz, which may lead to another round of market share grabbing.

While Kaiser has its work cut out, AmBev could take quite a body blow if the campaign proves effective. If the global brewers get wind of the preparedness of Brazil’s beer drinkers to chop and change, then what’s not to stop them paying the country a long, possibly permanent visit?

We’ll keep a close eye on how the situation pans out. But, for now, in the words of Bear Stearns: “Let's Get Ready to Rumble.”


BLOG

Make way craft, here come the indie brewers

Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...

BLOG

Kent's dire warning puts Coca-Cola woes in the shade

The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...

BLOG

PepsiCo wakes up and smells the latte

With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...

BLOG

Coke Life threatens Coca-Cola's united front

It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...

just-drinks homepage



Forgot your password?