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"We are ready for the launch," said Dutra, pointing to the successful rollout of the brand in Russia last year. In the U.S., where Bud sales have been in decline, AB InBev has been trying to get consumers to trade up to its "premium" brands, by lowering the difference in price between premium and sub-premium beers. That gap, traditionally above 25 percent, is now only at about 15 percent, Dutra said. On top of that, it is betting on new product launches, including Budweiser Lime in China, Stella Artois Black in the U.K. and Skol 360 and Antarctica Sub Zero in Brazil. AB InBev said it expects beer volumes to remain "soft" in the first quarter, amid continued high unemployment in the U.S., its biggest market, and heavy rains in Brazil. Together, the U.S. and Brazil are responsible for about 70 percent of the brewer's results. The recovery should gain momentum in the second quarter, AB InBev said, pointing to early signs of falling unemployment in the U.S. "We believe economic recovery in the U.S. is a question of when, not if," Dutra said, adding that improved consumer confidence should boost beer sales.
AB InBev has been moving its focus to the fast growing Asian-Pacific and Latin American markets, while pulling marketing money out of the U.S., Rijk said. AB InBev was created in 2008 when Belgium's InBev bought U.S. brewer Anheuser-Busch.
[Associated
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