Question · Q4 2025
Isabella Simonato questioned Ambev's pricing strategy for Brazil Beer in 2026, considering the balance between a more favorable market backdrop (World Cup, holidays) and internal cost pressures (COGS growing above inflation, strong SG&A base). She also asked for insights on mix, especially during the World Cup, and which variable would be most relevant for volume growth.
Answer
CEO Carlos Lisboa outlined Ambev's dual pricing mission: maintaining industry accessibility while protecting profitability and expanding margins. He emphasized the complete portfolio and the digital ecosystem (BEES) for granular revenue management, effective promotions, and optimizing mix. Lisboa stated that these strategies should be sufficient to offset COGS impacts, similar to 2025. CFO Guilherme Fleury added that costs and expenses are managed holistically through continuous resource allocation, with a long-term ambition for margin expansion.
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