Rodrigo Alcantara's questions to Ambev SA (ABEV) leadership • Q2 2025
Question
Rodrigo Alcantara requested the specific data points that support management's claim of improved brand equity, given the market share outcome. He also asked for an update on the progress of the revamped strategy for the Skol brand.
Answer
CEO Carlos Eduardo Klutzenschell Lisboa explained that brand equity is tracked via 'brand power' metrics (measuring how different, salient, and meaningful a brand is), which have shown improvement. He also noted the share loss was less than historical models predicted for the given price relativity. For Skol, he highlighted a 'v-curve' recovery since Carnival, driven by improved distribution and point-of-sale execution.