O mercado cervejeiro no Brasil: a análise empreendida pelo Cade no caso InBev e na compra da Brasil Kirin pelo grupo Heineken

Abstract

Mergers and acquisitions have taken place in the beer market as a strategy to secure greater market share. For this and other reasons, this market is highly concentrated in Brazil. Furthermore, this concentration can generate market power, which can open space for abuse of economic power, in which companies are able to harm free competition through anti competitive conducts. Because of this, there is the role of the Administrative Council for Economic Defense (Cade) in maintaining free competition, being responsible for evaluating mergers and acquisitions, reprimanding anticompetitive conduct and encouraging studies and research on the subject. Therefore, the general objective of this work is to study the process of analysis undertaken by Cade in two horizontal mergers (ACs) in the beer market: AC that originated InBev, Merger Case 08012.002172/2004-22, and the purchase of Brasil Kirin by the Heineken Group, Merger Case 08700.001161/2017-91. In conclusion, Cade used the 2001 and 2016 Guide for Horizontal Merger Review, following the steps provided for therein. Finally, it is observed that Cade continued the analysis in the same way for both cases.