When less is more
Last year, Brazil’s leading brewer Ambev saw beer sales go down but beer revenues go up. Although in volume it sold 0.4 per cent less beer in 2001, its net revenues rose 24.3 per cent to R$6.5 billion (US$2.77 billion). This result has to be credited to higher beer prices. According to A/C Nielsen, the brands Brahma, Skol and Antarctica had price increases between 14 per cent and 17 per cent last year. With a market share of more than 70 per cent, it is no problem for AmBev to lift beer prices above the rate of inflation - 7.3 per cent according to the São Paulo University Financial Institute IPC index. Beer represents more than 70 per cent of AmBev’s revenues. In 2001 beer venues were R$4.8 billion (US$2.04 billion). Its softdinks division improved results by 13.9 per cent..
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