| John Brock: focus on efficiency |
BRAZIL’S BRAHMA BEER brand went global in 15 countries earlier this year, with its maker trusting that a sense of Brazilian ginga, or effortless flair, would prove to be its selling point. Companhia de Bebidas das Américas (AmBev) marketers expect that spontaneity and a South American sense of the exotic, not to mention a hint of papaya, will guarantee that Brahhma appeals to men and women alike. It is that sense of flair that has made AmBev one of a handful of Latin American companies to have achieved growth through acquisitions in the developed world.
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