AmBev (Brazil) : advertising & marketing assignments

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Selected AmBev advertising

AmBev, or the American Beverage Company, is the largest drinks business in Latin America, and the local arm of global brewing giant AB InBev, controlled via a 72% shareholding. (The remaining shares are publicly quoted). It dominates the Brazilian market with around 66% share. Its single biggest brand by volumes is Skol, produced under long-term license from Carlsberg. It is the country's #1 beer with close to 33% share. Brahma is the country's #2 brand, followed by Antarctica. AmBev is also the country's #2 soft drinks company. Its brands include Antarctica Guarana, the #2 soft drink in Brazil after Coke, local PepsiCo brands under license and local products including fruit-flavoured Sukita and H2OH flavoured water. AmBev also has an extensive footprint across most other Latin markets. Subsidiary Quilmes Industrial SA, known as Quinsa, has a virtual monopoly of the beer market in Bolivia, Paraguay and Uruguay, and a dominant 76% share in Argentina. AmBev is also active in Venezuela, Guatemala, Colombia, Chile, Peru and Ecuador. The group was formed in 1999 from the merger of Antarctica Paulista and Companhia Cervejaria Brahma, long-established rivals in the Brazilian beer industry for more than 100 years. In 2004 the company, then an independent business controlled by investors Jorge Paulo Lemann, Marcel Herrmann Telles and Carlos Sicupira , agreed terms for a reverse takeover of Belgian group Interbrew, to create InBev. That deal extended AmBev's presence into North America for the first time, with the absorption of Canadian brewer Labatt. AmBev was already on friendly terms with North America's reigning brewery giant Anheuser-Busch. That relationship got very much closer at the end of 2008 following completion of Anheuser's acquisition by InBev. Former Antarctica CEO Victorio De Marchi and AB InBev CEO Carlos Brito are co-chairmen of AmBev, with Bernardo Pinto Paiva as CEO. Revenues were around $13bn in 2016.

Which agencies handle advertising for AmBev? Find out more from Adbrands Account Assignments.

Who are the competitors of AmBev? AmBev's two main competitors in Brazilian beer are Heineken (18% share) and Petropolis (14%). Its main rival in soft drinks is Coca-Cola with 61% share in 2016 (to AmBev's 19%). See Beer and Non Alcoholic Beverages Sector index for other companies.

Capsule checked 16th January 2018

Recent stories from Adbrands Update:

Adbrands Social Media 15th May 2019: "Drink Right, F*** Right". Interesting to see that all the big beer producers are gradually falling into line over responsible drinking. Heineken has chosen to tackle the less contentious issue of drink and driving ("When You Drink Never Drive"); trust those cheeky Brazilians to go all-in with an even more daring message, and slogan. Wieden & Kennedy Sao Paulo narrowly avoids the censors with this bold and brilliantly animated campaign for Skol lager, from AB InBev's local subsidiary Ambev. It's Brazil's top-selling beer by quite a margin so clearly it can take a few chances that other brewers might be too scared to risk.

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