Mercado da cerveja: características nacionais e internacionais

Abstract

Beer, as a millenarian drink that brings with it a very rich history of how it was produced until modern times to nowdays, besides being possible to know more about the culture of a country, tasting the beer coming from it. The objective of this work is to develop a study about how the beer market behaves worldwide, mainly in Brazil and, as the transnational company Companhia de Bebidas das Américas (Ambev) boosted this market through market fusion strategies with its competitors, the companies: Anheuser-Busch, Interbrew, Miller and SAB. For this study, a large bibliographical research has been done on the subject in question and a case study about the company. The bibliographic research pointed to the processes of internationalization as a necessity of expansion beyond the borders of the country of origin, with the interest in exploring new technologies and products. From the case study, it is concluded that the main objectives that led to the internationalization of the company were reached, as it became the largest brewery in the world under the name of AB InBev.