Ceasefire
Kaiser and AmBev have agreed to suspend their heated advertising campaigns against one another. Both companies decided to end their media attacks, kicked off by the merger of Brahma and Antarctica, after a meeting with the Minister for Development, Industry and Trade, Alcides Tapias. The Minister said that he had wanted to tone down media exposure on the AmBev case in order not to interfere with Cade’s (the government’s anti-trust body) future decision over the merger which will be announced in April. AmBev’s co-presidents Marcel Telles and Victorio de Marchi are still confident that the merger will be approved. Both agree that there should be some restrictions, such as separate distribution networks and selling some units in regions where the two brewers dominate the market..
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