Last night in London kilts and headdresses collided as two very distinct worlds united. It’s hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind Ballantine’s Brasil have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
The beer group’s full year results for 2010 revealed that revenue rose by 4.4% across all markets, helped by a 5.9% increase in Q4, while gross profits rose 7.2%, assisted by an 11% increase in the quarter.
AB InBev’s North America market experienced negative turnover growth of -1.6%, in western Europe down-trading was at -3.1%, while in central and eastern Europe revenue was -0.5%.
A spokesperson for AB InBev said: “In our largest market of the United States there are early signs of a reduction in unemployment levels. If sustained we believe this would improve consumer confidence, positively impacting the beer industry.”
In contrast, the group’s Asia-Pacific market rose by 11.6% in revenue, in Latin America (North) it grew by 17.1%, and in Latin America (South) by 16.2%.
According to AB InBev, Latin America and Asia are regions with “good economic growth prospects”.
The group has targeted its second largest market of Brazil as an area where the premium segment can be developed; it hopes to do so with the “strengthening” of Stella Artois and the launch of Budweiser.
AB InBev’s 'focus brands' rose by 4.8% in global volume, led by the successes of Skol, Brahma and Antarctica in Brazil, Budweiser and Harbin in China and Budweiser in the UK.
In volume terms beer was up 2.1%, including a rise of 1.7% for Budweiser - the first time the brand has recorded overall growth in two decades.