date:May 29, 2012
r premium brands, he added.
Rival cachaa brands include Five-One and Pita, which both beat Ypioca in volume terms, where it holds an 8% market share with just over 6.6m 9-litre cases sold each year.
But the brand is number two in value sales as the top premium brand (a 62% market share in this niche) with net sales of R$177m (70.7m) in December 2011.
Premiumisation and pricing is key as the overall cachaa category has seen double-digit revenue growth over the last few years due to improved pr