Abstract
This final assignment deals with the merger of 2 companies specialized in the beer market, Brahma and Antartica, in Brazil. Brazil is the 4th beer market in the world after the United States of America, China and Germany. This market represents a huge market because of various factors (tropical climate, very young population, emerging middle-class). The merger takes place in the 1990's where the beer market has known economic recessions due to a stagnant evolution of consuming beverages and a devaluation of the local currency.
First, Companhia Cervejaria Brahma is a Brazilian company formed in 1988 producing a large range of beers (almost twenty different beers) under the brand of Brahma. The company has known a quick success in the Brazilian market at the beginning of the 2000's. Later, Brahma extended its activities in the South American market (Venezuela, Argentina, etc.). Thanks to alliances, mergers and acquisitions, the Brahma Company became rapidly the 4th leading world company in the beer market. Increasing their presence worldwide, Brahma diversified its range launching soft drinks too but not with the same success as beers
