AB InBev’s Aggressive Alcohol Promotion in Brazil: Profit Over Public Health

AB InBev’s aggressive marketing strategy for Corona beer in Brazil is deeply concerning. The company is pouring millions into expanding its operations and saturating the market with new packaging and promotions, all in a bid to dominate the premium beer segment. This relentless push, including sponsorships and event tie-ins, is not just about selling beer—it’s about normalizing alcohol consumption and targeting consumers at every possible occasion.

AB InBev’s focus on creating “new consumption situations” with larger bottles and innovative packaging is particularly troubling. This tactic encourages increased alcohol consumption by making it more accessible and enticing, especially in social settings. The company’s emphasis on growth and profit margins blatantly overlooks the social and public health costs of promoting alcohol consumption on such a massive scale.

Furthermore, by investing heavily in production facilities and marketing campaigns, AB InBev is e pushing alcohol into more communities and more lives. This strategy prioritizes profit over public health, ignoring the negative impacts of alcohol on individuals and society as a whole.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Sources:

https://exame.com/insight/com-lata-e-600-ml-ambev-reposiciona-corona-e-vendas-disparam-no-brasil/p

MORE STORIES