High temperatures heat up sales of drinks manufacturers

Just the thermometers register higher temperatures for drinks to evaporate from supermarket shelves. With the holidays and especially with the beginning of the summer, companies use to leverage sales and launch new products. In Petropolis, owner of Crystal and Itaipava, "60% of the annual sales of beer are made during the summer," said Douglas Costa, Director of marketing, in an interview to BRASIL ECONOMICO in November.
In the shops of Grupo Pão de Açúcar, special beers sales doubled in December last year, in 2011, while the pilsen sold 25 percent more.
To meet the demand, companies are increasing the teams and work non-stop. In Petropolis, the factories are working full steam from the second half of the year. The beers represent 95% of gross revenues, whose prediction was close to R $ 5.1 billion in 2012.
The strength of the segment translates into numbers. A market survey pointed out that the food and beverage sector was the most raised in 2012: 35.85% reaching R $ 355,4 billion. Ambev was the company that gained in value, reaching R $ 264,2 billion, an increase of 40%.
Non alcoholic segment already had 17% growth in sales on the net sugar loaf. The coconut water was discharged to 40%. The bottled juice has grown 25% in sales, mineral water and isotonic drinks, 22% each.
The growth of this type of product is encouraging companies to invest in healthier lines releases. In November, the group released their first isotonic in Petrópolis, IronAge, after six months of research and initial investments of R $ 7 million. "This is a market that is growing about 13 percent a year," says Costa. The company also is studying the feasibility of investing in water releases, soft drinks and juices.
In the contest for the seat of consumer, there are plenty of promotional activities and creativity. PepsiCo spread hawkers on beaches in the country, to expand sales of soft drinks, water and snacks. In addition, released a limited edition of cans of Guaraná Zero, with the design chosen by the social networks.
Since skole invested in performing gigs with Brazilian artists in São Paulo and Rio de Janeiro coast beaches. The brand offers surf lessons on the beaches and sponsors several music festivals around the country. "We look for innovative actions that have synergy with the DNA of the brand," says Pedro de Sá Earp, Director of marketing for Skol.