#3 national brand with strong regional presence in north and northeast
More than a beer, a brewery recognized for beer expertise and quality
Strongly associated to Brazilian identity and male friendship
Second largest brand
Core Portfolio Strategy
Youngest, most modern and innovative brand in the Brazilian market
The leading brand in Brazil
Brahma
Antarctica
Skol
AmBev’s Marketing Strategy
Strengthen core performance
Develop the premium segment
Grow volume and profitability through per capita programs
Premium Segment
Premium segment more than doubled participation in the total beer volume since 1998
Source: Nielsen
2% 4%
Brazil - 1998 Brazil - 2004
Premium Segment (% Volume)
4,5%
7%
15%
33%
45%
Ukraine USA France Belgium
2% 4%
Brazil - 1998 Brazil - 2004
Premium Segment (% Volume)
And there is still plenty of room for growth
Premium Segment
Source: Inbev
5%
A comparison between beer and other consumption categories in Brazil also suggests room for further development of the premium segment
Source: Nielsen 2004
152 Mass ConsumptionCategories
31%
Premium Segment
Premium Segment (% Value)
7%
Beer
SegmentAmBev
Market Share Leading Brand
Premium Pilsen Bohemia
Dark Caracu
Night Out Skol Beats
Non-Alcohol Kronenbier
93%
72%
49%
49%
Premium Categories
AmBev has the highest market share and the leading brand in all premium categories
Source: Nielsen 2004
28%
Dark
Non Alcohol
14%
Premium Volume Contribution by
category Premium
Pilsen
50%
Night Out
8%
Premium Pilsen
Bohemia leading the premium pilsen growth in Brazil and in a position to become a 4th big
player for Ambev
Bohemia Market Share (Total Beer)
3X
0.60%
1.80%
2000 2004
Source: Nielsen
Metal sign
Kit Imagem
Bucket
Special Glass
Refrigerator
Premium Pilsen - Bohemia
Proprietary Merchandising Material
AmBev’s Marketing Strategy
Strengthen core performance
Develop premium segment
Grow volume and profitability through per capita programs
Beverage Share of Stomach
Looking beyond the category is the name of the game
9%
15%
31%
45%
Beer
CSD
Tap water
Other
Source: InBev study
60% Beer volume
Strategy focused on 3 key occasions: 80% of beer consumption
Beverage Map of Occasions
Wake Up
Healthy Good Morning
Light Snack
Flavor With Food
Pit Stop
On the Go
Daily Indulgence
Night Out
Beer Blast
Skol B
eats -Innovatio
nFunnel
Brainstorming
MappingNight Out
Communicatio
n Test
U&A
Innocheck
Concept & Mix Test
Product Test