Heineken may reduce portfolio and invest in the sale of beer over the internet

Heineken Brazil can reduce the complexity of your ' portfolio of brands and will concentrate efforts on "atacarejo" by neighborhood and sales over the internet to try to expand your market share of beer after the merger of Kirin Brazil.
According to the company's Sales Director, Oliver Fuljahn, the company saw the need to reduce the complexity of your brand portfolio. Fuljahn attended event of the Brazilian Association of self-service Wholesalers (Abaas), in São Paulo. He said that sales of the brand Heineken is already higher in atacarejo than in self-service retail average.
With the acquisition of Brazil Kirin, Heineken reaches about 20% stake in Brazil and brands such as Wanton and Schin. According to Fuljahn, the company considers that it has a strong market position in segments outside of the so-called mainstream beer market.
While this market Heineken brand has 2.4% of the Brazilian market, the market share in the premium segment is 33.9 percent, according to figures presented by Fuljahn based on data from Nielsen. The Executive pointed out yet another market segment, called the ' economy ', represented by lower-priced brands: in this universe, the participation of Heineken is 68%.
Mainstream. For Fuljahn, the company still has the challenge of developing better mainstream brands, a segment in which the dominance of Ambev's brands, is as Skol and Brahma. Heineken works in this market the brands Amstel and wicked. The Schin is being treated as a brand, with more regional force.
The Director of Heineken took the view that the company has a lot to do from the point of view of trade policy and stated that ' some industries have evolved faster '. He mentioned recent problems of fulfillment. According to the Executive, the company suffered from a lack of product, but the customer service requests has been normalized.