Ambev Brewery Plans to Set New Directions; Beverage Company Aims to Be Seen as a "Brand Platform"

Ambev Brewery Plans to Set New Directions; Beverage Company Aims to Be Seen as a “Brand Platform”

Written by Roberta Souza

Published on 13/04/2022 at 17:23

Foto: Reprodução Medium / Google Imagens

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Ambev Expects Its Future to Be More Digital and Innovative. To This End, the Brewery Has Already Invested in Initiatives Such as Zé Delivery and Bees

On the first day of Ambev’s Investor Day, April 12, Jean Jereissati, CEO of the brewery, stated that “being just a beverage company no longer represents us.” From this, he announced the transformation the company will undergo. At the event, Ambev’s management is expected to detail the company’s plans for investors and analysts.

Known as the largest brewery in all of Latin America, Ambev’s challenge is to transform itself to remain in constant development. Jean emphasized that the brewery sees itself as a “brand platform,” being a reference in the entire beverage sales sector. To achieve the desired transformation, the first step is digitalization, already initiated by investments in the metaverse.

Innovative Initiatives

In this regard, Ambev already has three innovation projects aimed at its most important customers. One of them is the Zé Delivery app for home beverage delivery, developed seven years ago. Only in December 2021, the app reached nearly 5 million active users and has stood out in Ambev’s surveys since the pandemic began.

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Brand Growth Projections

Thus, the CEO of Ambev stated: “As we develop new businesses with different financial profiles, we believe that ROIC will be the best metric to fully capture the value of a company that is transforming.”

The brewery’s digital advancement aims to provide various solutions and, in this way, trigger the company’s expansion. The inspiration comes from the company’s golden years, when, in the first 15 years, Ambev’s EBITDA increased more than 10 times with the business boom.

“However, after 2015 we began to face some difficulties. Sales volume plateaued, margins deteriorated, EBITDA stopped growing, and our market value began to reflect that. The macroeconomic aspect played a significant role [in this scenario], but the truth is that the industry changed and we did not adapt. The time has come to evolve the growth model, to transform the company through technology,” declared Jean Jereissati.

The biggest question is how to implement this change in the brand. Many investors, excited about Ambev’s action plan, raised the company’s shares by more than 3% on the eve of Investor Day. However, the challenge of explaining the brewery’s strategy is significant, given that the “transformation is still in the early stages,” as explained by Lucas Lira, CFO of Ambev.

He added: “We are seeking many opportunities not only in our core business but also in our technological capabilities – which, if executed well, can unlock long-term value creation in a sustainable manner.”

For Lucas Lira, the Bees initiative is a perfect example of what the brewery expects for its future. “It is something very different in terms of business model, which would not have had space in Ambev some time ago. Bees showed us that this is possible: it accelerated the growth of the core business by helping us better serve our customers. The result is smarter campaigns, better product offerings, and revenue management tools via technology. With this, we expanded our distribution reach not only for beer but also for non-alcoholic beverages, unlocking new business opportunities.”

Ambev Brewery Plans to Set New Directions; Beverage Company Aims to Be Seen as a “Brand Platform”

Ambev Expects Its Future to Be More Digital and Innovative. To This End, the Brewery Has Already Invested in Initiatives Such as Zé Delivery and Bees

Innovative Initiatives

Brand Growth Projections

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Ambev Brewery Plans to Set New Directions; Beverage Company Aims to Be Seen as a “Brand Platform”

Ambev Expects Its Future to Be More Digital and Innovative. To This End, the Brewery Has Already Invested in Initiatives Such as Zé Delivery and Bees

Innovative Initiatives

Brand Growth Projections

Scientists enter a narrow, flooded cave 500 meters deep and find giant dinosaur footprints on the ceiling measuring up to 1.25 meters, preserved in such a rare way that a new type of trace had to be created.

In Botswana, a salt flat of up to 16,000 km² that was once an African megalake spends months as an absolute white desert, but during the rainy season it transforms into a shallow sea that reappears from nowhere and can be seen from space in the middle of southern Africa.

A giant half-ton ring fell in Kenya from space, and more than a year later, scientists still do not know where it came from.

After two years of internal discussions, Paraguay has finally regulated the law that opens the country to foreign technology and service companies with tax incentives that promise to create thousands of jobs and change the economy.

Map reveals how the Earth may look in 250 million years: continents will reunite in the Last Pangaea, 92% of the planet could become uninhabitable for mammals, and Spain appears among the rare possible exceptions.

About 6,000 residents live concentrated along a single street nearly 9 km long in the interior of Poland, with houses forming a continuous row and narrow agricultural strips emerging behind them, creating one of the most unusual rural patterns in Europe.

With 1,000 buses sent abroad, the Brazilian manufacturer consolidates the strength of national technology and takes on a leading role in public transportation across all of Latin America.

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