Premium beers now account for about 6% of sales of Ambev

The technological premium beer portfolio is one of the biggest bets of Ambev to supplement sales, which showed a fall in August.
That's because the segment, besides having greater commercial value, it also allows the company fend off sales fluctuations, because it is more resilient to crises.
Read also: Ambev has net income of r $ 1.88 billion in the second quarter
According to the vice President of sales Alexandre Medicis, the portfolio of premium brands represents 6% of the market in Brazil. "As Ambev has 70% market share, participation in our business is proportional. But, in terms of value, the thread gets more weight, "he says.
Ambev's portfolio in the segment includes family Bohemia, Budweiser, Stella Artois, Sierra malt and higher value versions of traditional beers, such as the Skol Beats, Original and the Brahma Extra
The Bill includes the import of labels of Ambev's units abroad, such as the Belgian Leffe, Quilmes Argentina Uruguay and Norteña. It's about 15 brands imported to Brazil. Is on import where the highest growth potential.
That's because Medicis account that the portfolio of premium beers produced in the country is already suitable for the thread. "We don't think in acquiring more brands, we invest in what we already have. The families of existing beers should win just variants ".
Recently, Ambev launched the Imperial Bohemia, the fifth variation of the brand. At Oktoberfest, should launch the Brahma beer Weiss.
See also: beer Sector will have lower production in 2013, says Association
But the biggest gamble of all premium portfolio is Budweiser, which is the sponsor of the Copa in the global market and has a larger scale to be located in a middle price range.
Without alcohol
Since the representativeness of the portfolio of beers without alcohol sales of Ambev sum today around 1%. Executives also see potential for growth in this portfolio after the hardening of the prohibition.
The latest release, three months ago, was 0.0% of Brahma, which adds to the Liber and Kronenbier labels. In Brahma, Ambev sought more flavor, but with the continued absence of alcohol. The Kronenbier is the only label that has a residual quantity of alcohol.
The company seeks to encourage responsible consumption. This Friday (20), held its annual Day of Responsa.
The action includes the visit of executives to bars in the city of São Paulo, who gave tips on conscious consumption and stuck posters on the prohibition of liquor sales to minors of 18 years.
The action, which had participation of former football player Cafu, scored a decade of the program of responsible consumption.