Beer market fell in the first half, but slowed retraction

São Paulo – the Financial Vice President of Ambev, Ricardo Rittes, stated that the company remains "cautiously optimistic" about the market of drinks.
He pointed out that in the first half the market shrank, but the shrinkage rate slowed about 2016.
"We believe in the growth of Brazil and invest," says Rittes. He avoided making projections, but considered that the fall in inflation is positive for consumption. Ambev has implemented, however, price increase planned for this third quarter.
The Executive also commented on the non-alcoholic beverage market, segment in which soft drinks are the main product.
According to him, this market has suffered more because of the deterioration of the consumption in Brazil, because the consumption of soft drinks is more volatile than the beer. "Still is seen almost as a luxury product. In the crisis, consumers return that well for water or juice powder, "he concluded.
Ambev announced that it invested between 2015 and 2017 1 R $45 million in programs dedicated to the consumption of drinks.
In action by calling Responsibility, visitation day the bars, the company highlighted goals such as investment of around 3% of the global marketing budget on issues of consumer responsibility.
According to Rittes, the investments in this area have grown. He did not give projections, however, for the contributions in the coming years.
The company 1 million monthly visits to points of sale. During a day in the year, the visits involve actions to paste posters etratar with bar owners on topics such as banning liquor sales to minors and campaigns against combination of drinking and driving.
Pedro Mariano, Vice President for legal and Corporate Affairs, highlighted a program started in 2015 in support of Ambev road safety actions in municipalities in the State of São Paulo in Brazil.
According to him, this program led to a 17% reduction in mortality from accidents.