Ambev will keep beer price no increase until the end of the World Cup

The country's largest brewery, Ambev announced today that should not adjust the price of their beers until the end of the World Cup, extending the period of increases for another three months. The company had already announced the "summer without Increase", which ended in March. Analysts had expected announcements of price adjustments of between 1% and 1.5 Ambev% to maintain the profitability of the company, after the last Government's announcement of lifting taxes on beer.
The action is named by "Copa Without Increasing".
"After ' summer without Increasing ', an initiative that secured beer priced frozen throughout the summer and had the participation of more than 500 thousand points of sale throughout the country, Ambev now announces the World Cup Without Increase. The company is committed to not reset their prices until the end of the World Cup, "according to the company, in a statement.
"The initiative has a goal to regain membership of half a million points of sale throughout Brazil, guaranteeing a beer with the same prices since the beginning of summer, when began the previous campaign. In April, the company's sales team will visit establishments to sensitize entrepreneurs to keep prices without adjustment during the period. Just as happened in the ' summer without Increasing ', the participating outlets will earn stamps and posters so that consumers know that the drink continues with the price freeze, "according to the company.
On April 1, the Government announced a tax increase on beer, soft drinks, sports drinks and energy drinks. At the time, the Deputy Executive Secretary of the Ministry of finance, Oliveira, said Mbarak that prices for consumers would rise an average of 0.4%.
Days ago, the Associação Brasileira da Indústria da Beer (CervBrasil), that represents Ambev and Petrópolis, among others, reported in note that via "with concern the Government's decision to raise the federal tax burden levied on cold drinks, because it evaluates that there will be difficulties for the breweries absorb this increase, given the strong cost pressures on the sector".