In the recession, special beer WINS market

The Brazilian beer market shrank this year, returning to the levels of 2013. But companies that strengthened lines of specialty beers (premium) and launched other malt-based drinks managed to maintain growth despite the recession in the country. Are the cases of Ambev and Heineken.
Ambev had 13.8% increase in net revenues in Brazil, to 4.99 billion R$, with 3.5 percent advance in sales volume and price adjustment. The company's market share reached 67.8%-a year ago was 63.9%.
Heineken, which in 2014 had 6.7% share, according to Euromonitor, also reported on the balance sheet of the third quarter a "double-digit" growth in comparison to the third quarter of last year. The growth indicates that the company won market, whereas the production of beer in the country had accumulated 2.7% drop from January to October, according to CervBrasil, the industry association. In fact, she's now 9.4 percent of the market.
AmBev and Heineken have reinforced this year the offer of special beers. Ambev relaunched the Adriatic bought the Wäls and Colorado craft breweries, and extended the offer of premium Stella Artois, Budweiser, Original. Also developed new lines of malt-based drinks, like Ultra and Brahma Extra. Ambev reported that these special lines accounted for 9% of its total revenue this year, up from 6% last year.
Heineken reported that expanded sales in Brazil with premium brands such as Heineken, Desperados and Sun.
The Brazil Kirin, Kirin Japanese controlled, performed in the third quarter a 28.9 percent drop in revenue, to 98.4 billion yen (3.1 billion R$). The company, which had been losing market, invested in the Schin, with the development of new types of packaging, and sought to extend the distribution to recover sales in the country. Owner of special beers such as Baden-baden and Eisenbahn, Kirin held Brazil shares to expand sales of beverages with higher added value in the country. For the year, still casts a 22.9 percent drop in revenue in Brazil in yen, to 138.7 billion yen (4.43 billion R$). In real, growth will be 11 percent. Last year, Kirin Brazil accounted for 13.3 percent of the market, according to Euromonitor. This year, lost his post as the country's third-largest brewery to Heineken, which is 9.4%.
The slice of Petrópolis Brewery last year was 11.5%-this year, should have lost market, but not yet released data on the third quarter. In the segment of special beers, the Grupo Petrópolis has the Black Princess and Weltenburger. The company was also producing and distributing in the country the beer Miller, SABMiller, in a partnership agreement with South African English. The company does not report how the agreement after the merger, negotiated between SABMiller and InBev, controller of Ambev. But, the prospect is that the partnership be dissolved and Ambev pass to represent Brazil in SABMiller. SABMiller's stake is less than 1% in the country.