Operation of SABMiller in Brazil will be the Molson Coors after merger

SABMiller will make changes in its operations in Brazil, Chile, Paraguay, Uruguay and Bolivia, as part of the merger of the South African Group with belgo-Brazilian Anheuser-Busch InBev (AB InBev), operation of $ 105.5 billion announced last week.
After approval of the deal, scheduled to occur between July 2016 and 2017 may, SABMiller's operation in Brazil will be commanded by American Molson Coors Brewing Company-fifth-largest beer company in the world, behind InBev, SABMiller, Heineken and Carlsberg.
In the process of mergers, SABMiller agreed to sell the Molson Coors the 58 percent stake it held in joint venture MillerCoors and Mark Miller's business outside the United States, in a $ 12 billion. With the Mark Miller, Molson's market share rises to 3.2% to 4.4%, whereas data from Euromonitor International.
The Molson's main markets USA, Canada and United Kingdom. In Latin America, the operation of the Molson is concentrated in Mexico, Caribbean, Panama, Costa Rica and Paraguay. The incorporation of Miller will allow the American start competing in Brazil, Chile, Paraguay, Uruguay and Bolivia. In Brazil, the participation of Miller in the overall beer market is less than 1%; and in Latin America, of 0.1%.
SABMiller closed agreement in 2014 with the Grupo Petrópolis to produce, distribute and sell Miller beer in Brazil. In January this year, the company installed an Office in São Paulo, with 14 employees, to coordinate the sales and marketing strategy of the brand. In may, the Grupo Petrópolis began distributing and selling the Miller in the country. The contract between the two companies have a period of ten years and may be renewed for another decade.
"In the short term, nothing changes. SABMiller, Molson Coors and AB InBev are still rivals in the Brazilian market. After the adoption of the merger operation in Brazil is now the Molson Coors, "said Jean-Marc value Thevenin, Managing Director of SABMiller for Brazil and Southern Cone region.
The Executive added that Molson Coors has shown interest in developing the brand Miller in Brazil, as well as bring other brands to the country.
In the first six months of direct operation of SABMiller in Brazil, the company-in partnership with the Grupo Petrópolis-took the Mark Miller to 50 thousand establishments and reached 1.3% stake in premium beers segment. The market moved 1.34 billion liters in Brazil in 2014, according to Euromonitor, and its leading brands Budweiser (Ambev) and Heineken (Heineken).
Thevenin considered that the rapid expansion of the brand in Brazil due to the quality of the drink, the successful marketing campaigns and the growth of consumption of premium beers in the country. "The plan for next year is to maintain a strong pace of growth in Brazil. Going through the current economic crisis, perhaps we will have a faster growth than in 2014, "said Thevenin.
Compared to other brands of SABMiller, which are currently imported by Brazil, such as Aguila, Balboa, and Barena, the Executive said that the arrival of these brands to the country in the medium term will still be set pala AB InBev with SABMiller's controllers, in the merger process.