AmBev Central America and cbc reinforce their Alliance and confirm the investment of $100 million for the next three years
  • Corporative 22/07/2013

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With the largest investment since Brahva´s launching, the group is strongly investing in the growing of the Guatemalan beer market.

AmBev Central America beer company celebrated in September 10 years of successful operations in Guatemala and reinforces its alliance with its partner cbc with a positive vision of the potential of the Guatemalan beer market

The Guatemalan beer market grew above the global beer industry average.  The AmBev brands have grown considerably in sales and preference.  This combination gives us a positive scenario for the future and that is why this alliance confirms an investment of $100 million in the next three years.

Jean Jereissati, AmBev´s Vice-President for Central America and The Caribbean said:   “Our association with cbc has allowed us to have 10 extraordinary years thanks to their excellent operations, its people and the largest distribution network in the country.  We are optimistic about the future of our business in Guatemala, because besides our alliance with cbc, we have the combination of our beer portfolio in a market with high potential and growth”.

According to the directors, besides generating employment, the group´s investment will also generate a great impact in innovation in the beverage market with the launching of new products and packaging, offering the consumer more options and incorporating Guatemala in the global market.

Carlos Enrique Mata, cbc CEO, said:  “The Alliance between cbc and AmBev brought the Guatemalan consumers the most popular beer brands in the worlds.  Besides enlarging cbc´s portfolio, it creates synergies and allows us to share best practices with the world leader in the beer market”.

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Carlos Enrique Mata (cbc CEO), Joao Castro Neves (AmBev CEO), Luis Miguel Castillo (cbc Executive VP and President of the Administration Counsel of AmBev), Jean Jereissati (VP AmBev)

During these last 10 years, the Guatemalan beer market has evolved rapidly and AmBev has been an important part of this revitalization.  AmBev came to Guatemala through the launching of Brahva in 2003 and today is the brand that grows more in the country.  In the following years, Extra de Brahva and Brahva Beats line extensions were launched and in 2011, Budweiser, the largest brand in the world, was introduced, becoming the number one premium brand in the country.

To complete AmBev´s beer portfolio, in 2012 two European leader beers were introduced:  Stella Artois and Beck´s, as well as special Belgian beers:  Leffe and Hoegaarden.  The Guatemalan market welcomed these brands and AmBev had that year 30% of the Guatemalan market.

Sandro Assis, AmBev Central America Director, said: “We have seen the consumer more open to try new brands and to live different experiences.  That is why we will focus on innovation in the following years”.