BEER BUDDIES.The recent mega-merger between Brazilian brewery giants Brahma and Antarctica turned ferocious foes into a pair of drinking buddies following a century-long barroom brawl. If approved by Brazilian anti-trust regulators, the newly merged company--AmBev--will be considered the world's third-largest beer producer behind Anheuser Busch and Heneiken. AmBev has its sights set on conquering the Americas, says Brahma CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Marcel Hermann Telles, who will co-chair AmBev's board of directors with Antartica's CEO Victorio De Marchi. "we were one of the first to believe in Mercosur and we were rewarded," says Telles. "We want to be the first to be part of the future Free Trade Area of the Americas The Free Trade Area of the Americas (FTAA) (Spanish: Área de Libre Comercio de las Américas (ALCA), French: Zone de libre-échange des Amériques (ZLÉA), Portuguese: Área de Livre Comércio das Américas ." With Brahma Chopp, Skol, Antarctica and a slew of microbrew mi·cro·brew n. 1. A beer or ale brewed in a microbrewery. 2. See craft beer. brands-AmBev will control more than 70% of the Brazilian beer Brazil is the world's fourth largest market for beer with over 74 million barrels produced in 2002. Annual consumption per head exceeds 50 litres. History The tradition of brewing in Brazil dates back to European immigration in the early nineteenth century. market, the largest in the region and the fourth largest in the world. It also plans to extend its soft drinkbusiness throughout Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. in a quest to take market share from the region's biggest player, Coca-Cola. |
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