SAO PAULO--Kaiser brewery is launching a new beer with the aim of pumping its share of the Brazilian market from 15% to 25% during the next two years, following a 0.7% share loss in recent months. The brewery is 10%-owned by Coca-Cola distributors, but Coke's distribution system won't be used for the new launch to avoid cannibalizing the premium Kaiser Beer.
Kaiser's Santa Cuerva brand beer enters the market at a lower price than rivals, such as Brahma and Antarctica from drinks giant Ambev. But Ambev is also launching Bavaria, a similar product to Santa Cuerva.
Kaiser will use only point-of-sale posters to support the new beers' launch. Newcomm Bates, Sao Paulo, handles the account.
Copyright July 2000, Crain Communications Inc.