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Phoenix K.

This analysis is pretty flawed, as you may know. Stella needs to play in global markets. Segmentation, and subsequent launch of sub brands, is absolutely the right idea. Massive audiences in China or India or Brazil would love to drink Stella, but at different price points.

Stella wants a chunk of that market. It can either launch these new tributaries as a House Brand, which is what they seem to have done, or as different brand names altogether, but that would have taken a lot more advertising and branding.

I feel their judgment is in the right direction. Unless you have financial figures to prove otherwise? Their annual report suggests they have huge room to grow: http://www.ab-inbev.com/pdf/AR12/AB_InBev_AR_EN.pdf

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