Manufacturers are betting on sophisticated beers with lower prices

After enlarge the offer of special versions, the major breweries operating in the country-Ambev, Brazil Petropolis and Kirin Group-now turn to "low premium" segment. Beers are more sophisticated than the popular brands, with ingredients like malt or wheat, but that feature lower prices special labels. On the recessive scenario, companies seeking to meet consumer demand for new flavors, without requiring large disbursements.
Ambev has reinforced the line with Extra Lager versions Brahma, Extra Red Lager (single malt) and Extra Weiss (wheat). Grupo Petrópolis reshaped the line Itaipava Premium and develops a project of repositioning of brands Petra and Black Princess, of special beers. The Brazil Kirin, in turn, made changes on to transform the popular brand Devassa beer special.
Marcelo Tucci, chief marketing officer of Ambev''s Brahma, said these new lines have flavor and softer density than a special beer and lower price, which favours the advancement of the sales in the country. "A long neck beer comes out below $ 3. Given the economic situation of Brazil, it is nice to provide an option that does not have a high cost to the consumer. Basically this is our strategy, "said Tucci. According to the Executive, the milder flavor of new lines has caused less strangeness for consumers already familiar with the pilsen beer and with interest in trying out new flavors.
Without citing numbers, Tucci said the first month of launch of new lines of Brahma Extra had a very positive sales result. "The first batch was very fast. I''m pressing the industrial team to produce more and more, "he said. According to the Executive Officer of Ambev, the craft marks group-Wäls and Colorado-have complementary operation in the category of special beers and not enough to compete directly with the Brahma Extra. "They all have different occasions and there is room for all, without cannibalization," said.
The Kirin''s offer reinforced Brazil Eisenbahn in retail and in bars, with variations in pilsen, "weiss" and "pale ale" at the most affordable prices (under $ 4 per bottle long neck). In this way, began to compete directly with brands such as Heineken (Heineken) and Stella Artois (Ambev). In Wanton line, left to manufacture the popular version "Well blonde and concentrated the production premium lines, made with pure malt and without addition of cereals such as corn and rice. The goal of the company is to place the mark in an intermediate segment between the special beers and popular brands.
To cope with this move of the contestants, the Grupo Petrópolis created a business unit to develop a plan of attack in the area of special beers. Eliana Cassandre, advertising manager of Grupo Petrópolis, said the Group evaluates changes in the positioning of the brands Petra and Black Princess, with launches planned for the second half. "For Black Princess, the project involves changes in the visual identity of the brand and packaging. There should also be changes in the distribution of marks. The goal at first is to intensify the presence in mature markets of Southeast and then expand to other regions, "said Eliana.
Sought, Heineken reported does not have a spokesman available to speak on the subject.