Budweiser, Heineken and Amstel capitalise on opportunities to engage consumers.
2024 has been full of high profile sports tournaments that have captured the attention of millions of people in Latin America and the wider world. From the Copa America and UEFA EURO 2024 to the Olympic Games in Paris, these events became powerful catalysts for an increase in FMCG consumption.
This is especially true in the alcoholic beverage sector, where beer brands found a golden opportunity to amplify their presence and effectively connect with consumers.
The World Cup accelerates growth
The FIFA World Cup Qatar 2022 left us with important lessons about the impact of sporting events on consumer behaviour. With more than five billion people interacting with the event, the participating brands, especially those in the beer category, were able to achieve remarkable growth.
Kantar’s Worldpanel data reveals that volume sales in the beer category grew by 5.8% during the month of the World Cup, and continued to ascend following the competition with an additional 3% growth compared to the pre-event period.
Budweiser, Heineken, and Amstel in particular excelled at capitalising on their presence during the event through maximising exposure and creating compelling experiences. All saw a significant increase in their market penetration rate, which is a key indicator of how they were being perceived by consumers.
In Brazil, Amstel’s success drove a remarkable rise up the Brand Footprint 2024 ranking of the country’s most chosen brands, with a jump of 20 places to no.153.
Budweiser ended 2023 with an increase of almost 25% in its CRP (Consumer Reach Points) – Worldpanel’s metric for measuring the success of brands by evaluating population, penetration, and frequency. This positions it among the 10 brands with the highest penetration in Latin America.
Heineken has consolidated its leading position in the alcoholic beverage sector. For instance, in Ecuador it achieved an increase in penetration from 4.8% in 2021 to 11.3% in 2023. It also managed to appear in the ranking of the brands that attract the most buyers in the Latam region, in ninth place.
Amplifying exposure and experience at sporting events is one of the most powerful ways a brand can predispose more people to buy its products. Kantar’s Blueprint for Brand Growth details the key growth drivers brands can leverage to be significantly different for more people.
Read the full Brand Footprint 2024 report Latin America to discover the most chosen brands in the region.
Reach out to our experts for further information and access our Sporting events in Latam report, available in Spanish and Portuguese.