Blog: Don't blame it on Brazil
Chris Brook-Carter | 29 January 2004
Canada's number one brewer Molson has hit troubles, with third-quarter net income falling to 35 Canadian cents a share from 52 Canadian cents a year earlier. Revenues declined to C$623.3m from C$641.3m.
A flat domestic market aside, the majority of the woes stem from Molson's decision to enter the Brazilian beer market, with the purchase of Kaiser.
Kaiser has just not performed to expectations. Its sales have fallen 23% in the quarter and it is losing market share.
However, Molson's CEO Dan O'Neill continues to defend the decision to go into South America, despite the rocky road. His argument, quite rightly, is based on profit potential rather than the here and now.
On a conference call with analysts, Daniel O'Neill said: "The Brazilian opportunity expanded the profit potential and remains as such. It may be delayed from the original plan, but it represents a large opportunity for profit growth."
And Molson points to the success of AmBev in Brazil as evidence of the potential of the market. And indeed, it was a failure in Molson's structure in the country rather than the dynamics of the market itself that are to blame for the disappointing results.
Molson has been putting in place a direct-selling network across Brazil, but the implementation has been delayed - a delay that coincided with a series of heavy investments from the competition.
But Molson's structural changes to Kaiser's sales force are all but finished. The company is now armed with 1,200 sales staff across six regions in Brazil.
And, Sao Paulo apart, the newly-established direct selling organisations all showed growth compared to the same period last year. In fact, excluding the Sao Paulo region, Kaiser's December sales would have been ahead of the previous year third quarter.
It is worth, therefore, taking O'Neill at his word for the moment and giving Molson more time to prove its Brazilian venture's worth.
Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....
Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...
Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...
just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...
- Mahou San Miguel - just the Facts
- How to turn a domestic spirit into a global brand
- A game of two halves for Remy Cointreau - Analysis
- Whatever happened to binge Britain? - comment
- Britvic hits make-or-break time for US Fruit Shoot
- Beam Suntory to sell brandy & sherry to Emperador
- Former Diageo exec joins William Grant in LatAm
- A-B InBev mulls sale of Peroni, Grolsch - report
- Carlsberg "most likely" to buy Grolsch, Peroni
- A-B InBev embroiled in Caribbean "poison-pill" row
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Future growth opportunities for global spirits
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Global Beer Market 2015-2019
- Global Wine Market to 2019 - Market Size, Development, and Forecasts