Entry Of Heineken And Kirin Forcing AmBev to Think More About Premium Offering

Beer giant Anheuser-Busch InBev's chief marketing officer has said in an interview with Bloomberg that the firm plans to increasingly promote its flagship Budweiser brand in Brazil in an effort to encourage drinkers to buy more premium brands. The firm launched Budweiser in the market in September and CMO Chris Burggraeve revealed that the brand will be promoted through deals with nightclubs, US themed restaurants, Brazilian celebrities and the sponsorship of concerts performed by Bajan singer Rihanna. The move can be seen as an opportunity to further enhance its already impressive margins but can also be considered as a defensive

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