Strong performance in Latin America, particularly in Brazil, saw Brahma jump two places to become the 8th biggest beer brand in the world in 2013. Brahma was first founded in 1988 by the Companhia Cervejaria Brahma, and was only taken global by AB InBev in 2005. Since then it has grown to become one of the country’s top beer brands, producing 27.9 million hectolitres in 2013. From a marketing point of view, AB InBev has been quick to capitalise on the World Cup to showcase the Brazilian beer to even wider markets.

Earlier this year it launched a limited edition beer made from barley grown on a football pitch used as a training ground by Brazil’s national team. Brahma Selecao Especial went on sale in March to coincide with the build up to the World Cup, priced at around twice the price of regular Brahma beer. Overall, ABInBev’s global brand volumes increased by 4.7% in 2013.