Ambev aims to reap the fruits of financial records in medium term

SAO PAULO-the fruits of the investments made by Ambev records over the past three years, reaching the R $ 7 billion in Brazil should consolidate in the medium term, according to the company's sales Vice President, Alexandre Medicis. This year alone will be spent $ 3 billion for expansion of the company's participation in the national market, with heavy investments in the construction and expansion of factories, as well as in the area of marketing, taking advantage of the arrival of the World Cup.
According to the Director of communication of Ambev, Alexander Loures, the Confederations Cup has served as a test for the company anticipate the movement inside the stadiums next year and build a wise strategy. "We are one of the official sponsors of the World Cup in Brazil. During this period, the chance to strengthen the image of Budweiser and of Brahma ", says Loures. The permission for the consumption of alcoholic beverages within the stadiums, pegged to the official sponsorship of Ambev, should boost sales of the brand.
However, sustained by the confidence the company's executives did not hide the difficulties faced by the beverage sector this year-mainly the segments of beer and soda. During visits to bars in the city of São Paulo, last Friday, to publicize the importance of conscious consumption of alcoholic beverages, Medicis said that 2013 has been a tough year.
"We are facing a tough year, suffering mainly with the impact of the dollar. However, we realize the difficulties and we are able to adapt our structures, "he explained. In the future, the Executive said that the company has no plans to acquire new brands of premium beers and consolidate existing ones by investing only in variants. Other bets are the promotion of Ambev Skol Profession (beer for professionals) and on the energy line. According to Medicis, the company sees a large space in this area, since the thread is expanding.