Message in a bottle: InBev's Brazilian beer Brahma is looking to cash in where other national products have fizzled.(BEER)

Latin Trade | July 1, 2005| | Copyright

If Andres Siefken, marketing director for inBev, is to be believed, the next Latin American craze coming to the United States won't be from traditional music and food hotspots like Mexico and the Caribbean. It's going to come from South America. Executives at InBev, the official name of the company following the 2004 merger of European brewing giant Interbrew and Brazil's AmBev, think they can ride the trend on a chilled bottle of Brahma, Brazil's top-selling light beer. In June, Brahma's U.S. unit started selling the brew in the United States, marketing it as "Brazil in a ...

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