Ambev/Lisboa: pricing strategy in 2026 will balance accessibility and margin expansion

By Júlia Pestana São Paulo, 12/02/2026 - The president of Ambev, Carlos Lisboa, stated that the company's pricing strategy in 2026 will be guided by the balance between keeping beer affordable for the Brazilian consumer and, at the same time, protecting the projected profitability for the year in the face of cost pressure. According to the executive, pricing in Brazil has two sides: ensuring affordable alternatives for a population that is still sensitive to income and preserving the ambition of margin expansion. He also emphasized that the core brands continue to play a central role in the industry precisely because of their relevance to the majority of consumers. "If we only rely on premium products, we will make life very difficult for most people," he stated. He added that the portfolio is now more complete and offers alternatives to advance with the revenue management and mix strategy, which should help to ...