CADE reduces 123,9 million Reais fine Ambev

The Court of the Administrative Council for economic Defense (Cade) reduced in R $ million fine imposed on 123,9 beverage company Ambev.
Instead of $ 353 million, the company closed a deal to pay $ 229,1 million to end an 11-year process.
Despite the reduction, the fine is the largest penalty imposed and effectively accomplished in the history of Cade. In a statement, the Council said the closure of the Legal Agreement (TAJ) before the final judgment is open and historical precedent for similar cases.
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In 2004, Ambev has been accused, in the extinct secretariat of economic law of the Ministry of Justice, to use a loyalty program to give discounts and bonuses to sales outlets to close contracts of exclusivity or reduce the marketing of competing products. The complainant was Primo Schincariol beer and soft drinks Industry.
In August 2009, Cade was sentenced to Ambev to pay the fine of R $ 353 million, but the company has decided to appeal the value. Initially, Ambev had proposed a TAJ to reduce the fine to $ 112 million.