News

BRAZIL: Kaiser ploughs cash into brand reposition

Most popular

just-drinks meets Beam Suntory CEO Albert Baladi

What does the future hold for Champagne? - Focus

The just-drinks analyst returns

just-drinks speaks to Beam Suntory CEO - Part II

The next chapter for Scotch has its challenges

MORE

Cervejarias Kaiser has revealed plans to invest heavily in marketing in the second half of this year. The Molson Coors subsidiary, which has seen its parent company cease financially supporting it, said on Tuesday (16 August) that it will plough BRL100m (US$42.5m) into repositioning its brand. The investment will hopefully return the company to profit after successive losses, Kaiser said.

At a press conference, Kaiser's chief of marketing, Marcelo Toledo, said that the funds were not coming from Molson, but were part of Kaiser's BRL180m marketing budget for the year.

In May, following the closure of its merger with Coors, Molson announced that it was reining in its investment, wanting the business to operate on at least a cash break-even pace. "We are unwilling to make further cash investments in Kaiser without greater certainty that it is a viable, long-term platform to compete effectively in Brazil," Molson Coors' CEO and president Leo Kiely said at the time.


Sectors: Beer & cider

Companies: Molson Coors

Related Content

This week in soft drinks & bottled water, featuring PepsiCo's brace of brand overhauls, Coca-Cola Co's Horlicks consideration and kombucha has arrived

This week in soft drinks & bottled water, featuring PepsiCo's brace of brand overhauls, Coca-Cola Co...

This week in beer & cider, featuring a chat with Craft Brew Alliance's CEO, Molson Coors's jump into the big time and the new Asahi Europe

This week in beer & cider, featuring a chat with Craft Brew Alliance's CEO, Molson Coors's jump into...

Craft spirits more about brand stories than M&A for Diageo

Craft spirits more about brand stories than M&A for Diageo...

FEMSA accepts Kaiser challenge

FEMSA accepts Kaiser challenge...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?