Heineken invests $ 20 million in Sun

Heineken tries to extend its participation in the segment of premium beers Sun-branded Premium. The Sun brand, sold in Brazil since 2006, also was already present in Mexico and the Netherlands. This year, the Heineken decided to make Sun a global brand, with the expansion of sales to more than 20 countries and the launch of the premium version.
Sun-that beer had a turbulent debut in Brazil-will be locally manufactured at the factory that Heineken has in Araraquara (SP). Heineken provides an investment until the end of the year to $ 20 million in marketing activities and in the installation of production lines for the brand Sun. Carina Hermida, brand manager at Sun, said that even without campaigning in the country, Sun's sales have grown 186% in volume in the accumulated 12 months until June. "This strong growth rate only shows the potential that beer Sun has," said Carina.
In the world, the premium beers account for 15% to 20% of the total sale of beers. In Brazil, however, the premium beers represent 5.6 percent of the market. "The company believes that Brazil will reach those heights in the years to come," said Daniela Cachich, Vice President of marketing at Heineken. In the view of the Executive, the premium beer market through the same change seen in the wine industry years ago. "Today it is possible to compare many premium beers labels on the shelves of stores, there is a larger aperture to this thread".
Heineken's sales in Brazil grew 45% in volume, while the premium beers segment grew 24.1 percent in the last 12 months, till June. Daniela said sales were favored by the completion of the World Cup in Brazil, even without a specific campaign for the sporting event. Heineken started to operate directly in Brazil in 2010. According to Daniela, the country was the 17th in recipe for Heineken. He is currently the seventh. "The Brazil is the third largest beer market by volume and our goal is to maintain significant growth and bringing new brands to the country," he said.
As part of the marketing strategy for the Sun premium, the company changed the packaging of beer and disseminates from September an ad campaign with the slogan "espíritu libre" for the brand, with advertisements in TV, digital media and urban furniture.
The Dutch brewery Heineken, the third largest in the world, announced results of the first half yesterday. Net income fell 1.3% over the first half of 2013, to € 631 million, pressured mainly by adverse Exchange.
The Group's net revenue, which loses in volume to the belgo-Brazilian Inbev and SABMiller, the British retreated 0.9 percent to € 9.27 billion. It wasn't the devaluation of currencies in the markets in which it operates, on the other hand, revenues would have grown 4.8%.
Consolidated all its operations, the Dutch group sold 14.2 million hectolitres, with 6.6% advance. Although the most significant increment of 15%, have been observed in Western Europe, the Americas were the most important region, with 31% of the total volume. (Collaborated Renato Rostás)