Abstract:

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing. AB Inbev has the challenge to change the trends in a mature market in which the leader is been threatened from different perspectives. Quilmes needs a change in its value proposition in order to re-engage with more demanding consumers. Using different sources of data (Including Equity and Consumption tracker run by Kantar Millward Brown), we will tell a story of greatness, decay and renovation of one of the most popular brands, that is trying to look ahead by going back to its essence.