使用警語:中文譯文來源為 Google 翻譯,僅供參考,實際內容請以英文原文為主
Operator
Good morning, and thank you for waiting. We would like to welcome everyone to Ambev's fourth quarter 2013 results conference call. Today with us, we have Mr. Joao Castro Neves, CEO for Ambev, and Mr. Nelson Jamel, CFO and Investor Relations Officer.
We would like to inform you that this event is being recorded and all participants will be in listen-only mode during the Company's presentation. (Operator Instructions)
Before proceeding, let me mention that forward-looking statements are being made under the Safe Harbor of the Securities Litigation Reform Act of 1996. Forward-looking statements are based on the beliefs and assumptions of Ambev's management and on information currently available to the Company. They involve risks, uncertainties, and assumptions, because they relate to future events and therefore depend on circumstances that may or may not occur in the future.
Investors should understand that general economic conditions, industry conditions, and other operating factors could also affect the future results of Ambev and could cause results to differ materially from those expressed in such forward-looking statements.
I would also like to remind everyone that, as usual, the percentage changes that will be discussed during today's call are both organic and normalized in nature, and, unless otherwise stated, percentage changes refer to comparisons with Q4 2012 results. Normalized figures refer to performance measures before special items, which are either income or expenses that do not occur regularly as part of Ambev's normal activities. As normalized figures are non-GAAP measures, the Company discloses the consolidated profit, EPS, EBIT, and EBITDA on a fully-reported basis in the earnings release.
Now, I'll turn the conference over to Mr. Nelson Jamel, CFO and Investor Relations Officer. Mr. Jamel, you may begin your conference.
Nelson Jamel - CFO, IR Officer
Thank you, Chad, and hello, everyone. Thank you for joining our 2013 fourth quarter earnings conference call. I will begin with an overview of our performance. Joao will then walk you through our results in Brazil, and I'll return to go over our international operations and financial performance before moving to Q&A.
So, let's begin.
Our performance in the last quarter gave us a strong finish for the year. Our net revenue accelerated when compared to the first three quarters, increasing 10% in the Q4, leading to a 6.4% growth during 2013.
Following an EBITDA growth of [2.3%] in Q1, 6.8% in Q2, and [9.4%] in Q3, we continued to improve our year-over-year performance, growing our EBITDA 18% in the fourth quarter, reaching a 10.5% increase in the full year. Our EBITDA margin reached 58.4% in the quarter and 50.3% in the year.
Such improved performance resulted from top line and EBITDA growth in all of our divisions.
In Brazil, EBITDA was up 18.9% in the fourth quarter, with net revenues growing 8.5% and EBITDA margin expanding 560 basis points. For the full year, EBITDA grew 10.1%, and net revenues 5.1%, [and an] EBITDA margin expansion of 250 basis points.
Latin America South delivered 20.3% of EBITDA growth during the quarter, while net revenues increased 14.8% (sic - see press release, "16.5%") and EBITDA margin expanded 190 (sic - see press release, "170") basis points. During the year, EBITDA was up 16.9%; net revenues, 14%; and EBITDA margin expanded 110 basis points.
Canada EBITDA grew 0.6% (sic - see press release, "0.8%") in the last quarter, while net revenues declined 0.1% (sic - see press release, "increased 2.1%"), with an EBITDA margin expansion of 30 basis points (sic - see press release, "contraction of 50 basis points"). For the full year, EBITDA was down 1.3% (sic - see press release, "1.2%"), with net revenues decreasing 0.4% and EBITDA margin compression of 40 (sic - see press release, "30") basis points.
And as for HILA-ex, the division delivered a quarter with 32.4% EBITDA growth, 20.9% net revenue growth, and 330 basis points of EBITDA margin expansion. During the year, EBITDA increased 36.9%; net revenues were up 13.9%; and EBITDA margin expanded strong, 490 basis points.
Joao, over to you.
Joao Castro Neves - CEO
Thank you, Nelson, and good day, everyone.
2013 was a tough year. We had prepared ourselves for a challenging environment, but the scenario we faced since the first quarter of the year proved to be even more challenging. Brazilian industry volumes were significantly impacted by poor weather, double-digit food inflation, and real price increase to offset the higher taxes implemented in the fourth quarter of 2012.
Never underestimating the many headwinds we were facing, our team remained fully committed to keep improving our performance day after day, month after month, quarter after quarter. This commitment really paved the way to deliver, even in this environment, another year of top line and EBITDA growth and a record EBITDA margin in 2013.
There is no doubt our decision to react quickly and really adjust our strategy already in the first quarter was decisive to our results in 2013. We know from our experience that when the volume tailwind is not there, the management ability to focus on the levers under our control is key to deliver superior performance, and that's exactly what we did in 2013.
Our pack price strategy and revenue management initiatives were important tools to improve our top line performance in a profitable way, by delivering to consumers more affordable packs in light of the short-term pressure brought by higher food inflation and decelerating disposable income growth.
Later in the year, and supporting a good start for 2014, another key initiative was our Summer Without Price Increase campaign in Brazil, which successfully reached over 500,000 points of sale, helping consumer beer price not to go up during the summer.
Our commercial priorities drove a significant portion of our top line and EBITDA growth.
Our premium segment continued to grow, with our main international brands, Budweiser and Stella Artois, up double digits in the year, along with a great performance from Original, increasing at the same pace. While we still see a huge opportunity for growth in the segment, we are very pleased with our performance, with premium already accounting for 7% of our volumes.
Our innovation also delivered a great result, mainly through Skol Beats Extreme and Brahma 0.0%. In our strategy to leverage our portfolio and increase relevance in different consumer occasions, these two innovations had a great start in 2013, and had to an exciting 2014.
Skol Beats Extreme, a 6.9% alcohol content beer, was launched in October, targeted at the night hour occasion and helped our Skol Beats family to more than double volumes since then. Brahma 0.0% was launched in May, with a totally new approach to the non-alcoholic beer segment, and already became the number one brand in the segment.
Our 1-liter and [200-ml] returnable glass bottle also grew volumes and increased their share in our mix, enabling us to be more competitive and deliver to consumers more affordable presentations in a profitable way.
Our north and northeast regions, while pressured by negative industry volume, had another year of market share growth, in line with our strategy of outperforming and closing the gap in these regions.
Last but not least, in our commercial priorities, our CSD and NANC segment also suffered from a tough environment, but we were able to outgrow the industry and deliver strong results, with double-digit EBITDA growth and an all-time high market share in a full year of 18.4%, and a 30-basis points gain over the 18.1% in 2012.
This performance was driven by our marketing initiatives, our trade promotions, and our 1-liter returnable glass innovation initiated by Guarana Antarctica in 2013 and now also extended to Pepsi-Cola.
As important as our top line initiatives, we once again made use of our cost management capabilities, helping us to protect the profitability of our business and expand margin in 2013. After years of continuous improvement, we're still excited to keep looking for gaps and opportunities to streamline our operations, while continuously investing in our brands for the future.
Additionally, the substantial increase in our capital expenditures since 2009 has resulted in a continued correspondent increase in VAT incentives, which in 2013 were almost 4 times higher than four years ago. Other operating results also benefited from one-time gains, mainly related to certain legal proceedings and a restricted funds recovery, which Jamel will further comment during the call.
And finally, when we walk through the initiatives that led to our results, it's imperative to highlight our people execution. In a year that presented some important and greater than expected challenges, our people's permanent pursuit of better results and the commitment to [great growth] once again made the difference.
With full-year picture in mind, let's run through our detailed results in Brazil, starting with beer. Our top line grew 7.9% in the quarter, driven by a 3.4% volume decline more than offset by strong net revenue per hectoliter growth of 11.7%. We estimate that the Brazilian beer industry declined 2.8% in the fourth quarter, a negative figure on a full-quarter view but trending better across the months.
During the year, our net revenues grew 4.6%, with volumes declining 4.3% and net revenues per hectoliter up 9.3%, benefiting from our revenue management initiatives; premium volumes growing and gaining share, as already mentioned; and increased weight of direct distribution.
We estimate the Brazilian beer industry declined 3.5% in 2013. Our market share averaged 67.9% in the year, which corresponds to a 60-basis points decline versus the average of 2012. While not positive on a year-over-year comparison, it continues to be well within our historical range of 67% to 69%.
On the cost side, our COGS per hectoliter increased 10.8% in the quarter and 11.3% in the full year, mainly driven by industry depreciation and negative effects from our currency hedges, partially offset by commodity hedges.
Moving on to our expenses, cash SG&A grew 7.1% in the quarter, mostly impacted by the timing of variable compensation accruals and increased weight of direct distribution. Sales and marketing expenses on the other hand actually declined, given our front-load commercial investments mainly during the FIFA Confederations World Cup in the second quarter.
When you look at the full year, our cash SG&A grew 7.7%, while our admin and sales and marketing expenses grew low- to mid-single digits, well below inflation, benefiting from our cost management initiatives.
Our distribution expenses grew mid-teens, as a result of an acceleration of direct distribution, particularly in the second half of the year. Total volumes direct distributed moved from 64% in 2012, to 68% in 2013, reaching an all-time high of 70% in the last quarter.
Any increase in the rate of direct distribution leads to higher distribution expenses with a net positive benefit on our top line through higher revenue per hectoliter. If we were to strip out the impact from this increased weight of direct distribution, which is accretive for us at the EBITDA level, our cash SG&A would have grown below inflation.
Our EBITDA was up 17.3% in the quarter and 9.8% in the fiscal year, with an EBITDA margin on 64.2% and 55.6%, respectively.
Shifting gears now to Brazil soft drinks and non-alcoholic non-carbonated business. 2013 was also a tough year for CSD category. We estimate the industry volumes were down 5.8% in the quarter and 3.8% in the year. Nonetheless, we managed to outperform the industry, gaining 90 basis points of share in the quarter, reaching 19%, and 30 basis points in the year, leading to the all-time high annual market share of 18.4% in 2013.
Our net revenues grew 11.8% in the fourth quarter and 7.5% in the full year, as our volumes declined 1.1% and 2%, respectively, partially offset by net revenues per hectoliter, up 13.1% in the quarter and 9.7% in the year. Our COGS per hectoliter increased 16% in the quarter and 14.6% in the year, mainly impacted by the [hard] comp generated by the change in federal tax for soft drinks and NANC in 2012 and higher currency hedges partially offset by a benefit from commodity hedges.
Our expenses in the quarter were significantly impacted by the increased weight of direct distribution and the timing of variable compensation accruals, all concentrated in the fourth quarter. Our cash SG&A was up 30.5% during this period. During the year, our cash SG&A grew 11.4%.
Despite a growing COGS per hectoliter and SG&A, we were able to grow our EBITDA 28.2% in the quarter and 11.5% in the full year, reaching 51% in 2013, with a margin expansion of 180 basis points.
I will turn now back to Nelson, and will return at the end of the call to talk about 2014.
Nelson?
Nelson Jamel - CFO, IR Officer
Thank you, Joao.
Turning to HILA-ex, we already highlighted how we finished 2013 on another transformational year for the region. During 2013, we delivered our integration of (inaudible) to the Dominican Republic, after the first anniversary of CND acquisition, and continued to increase our presence in the Guatemala.
In the fourth quarter, we witnessed a strong top line growth both in the Dominican Republic as well as in Guatemala, resulting in an increase of 20.9% for the region, and at the same time we kept our SG&A growth at the very low levels, growing 1.8%, without compromising [the investments] behind our brands in the region.
Looking forward, we are still very excited with opportunities the region presents, and our plans to expand into Caribbean islands remains on track.
Latin America South resumed volume growth and managed to deliver another quarter of EBITDA increase. Latin America South net revenue per hectoliter grew 16.2% in the quarter, while COGS per hectoliter increased 1.5%, mostly impacted by labor-related costs, partially offset by commodity tailwinds.
SG&A rose 23%, mainly as a result of high distribution costs in Argentina, and ended up delivering Latin America South a 20.3% EBITDA growth in Q4, with EBITDA margin up 170 basis points, to 52.7%.
Full-year COGS and SG&A excluding depreciation and amortization for the region grew 7% and 16.9%, respectively, mainly impacted by inflationary pressures in Argentina. However, we managed to deliver a double-digit EBITDA growth of 16.9%, as well as 110 basis points of margin expansion, to get to 44.7%.
During the year, our brands continued to be in good shape, with market share gains in most countries in the region, including Argentina. Despite the short-term adversity in the country, we were able to grow volumes once again during this quarter, both in beer and CSD, as we continued to be active in the marketplace by adding capacity; strong communicating in supporting our mainstream and premium brands; and also through innovation, of which we can highlight Quilmes Night, Stella Artois Noire, and H2OH! family recent performance.
We entered 2014 with [an even higher great level of macroeconomic concern] in Argentina. However, we have been in the country for more than 20 years and has faced a lot of challenges during this time. In addition to that, we have an experienced and strong team in place and are very committed to our long-term objectives. We are confident we can continue to deliver sustainable growth in the region.
As for Canada, in the fourth quarter Labatt's volume [slightly] declined by 0.4% organically relative to Q4 2012. After experiencing five quarters of contraction, we estimated the industry volumes grew 0.2%, partially driven by easier comps from Q4 2012, as a result of the hockey lock-out last year.
Market share is estimated to have slightly declined sequentially, driven by loss in our non-focus brands, partially offset by our light portfolio that continued to deliver strong results in Bud Light, Bud Light Platinum, the Michelob Ultra, helping us to extend our leading position in the Canadian market.
Likewise, the positive sign in the Budweiser family we saw in Q3 2013 on the strength of innovation with the launch of Budweiser Crown and our pack price solutions remained in Q4 2013.
The combined estimated market share impact of this [limited impacted] innovation exceeded 1 full percentage point in the quarter relative to the [preceding] year.
Our net revenue per hectoliter increased by 2.5%, driven by the continued effective execution of our share and price balance strategy, as well as (inaudible) mix from premium innovations. This was partially offset by a 2% increase in COGS per hectoliter in the quarter for the same premium segment mix.
Our normalized EBITDA increased organically by 0.8% versus a year ago, as growth in net revenue per hectoliter and COGS savings more than offset the COGS per hectoliter impact of premiumization and the phase-in of SG&A costs.
Looking forward, we will continue to focus on the balance between [reinvigorating] the core of our business while taking leadership of the segment growing the most in Canada, the high end.
Now, moving back to our consolidated results, other operating income grew BRL439 million in the quarter, as higher VAT government grants continue to positively impact our results, as Joao commented, along with a BRL300 million one-time gain related to the recovery of restricted funds.
Let me take one minute to comment on the nature of this one-time gain. We have a defined benefit plan in Brazil that is closed to new entrants at this point. However, the contributions made to that plan has proven to be excessive over time, generating a surplus.
Recent legislation has been implemented, allowing this surplus to be returned to sponsors and participants. In our case, the approval by competent authorities was obtained last year, and the [recorded] results will have a cash flow impact that we will record in 36 monthly installments.
Now, let me now walk you through the main items between the normalized EBIT of around BRL5.9 billion and profit of over BRL4.6 billion for the quarter. Our net finance results were a negative BRL560 million in the quarter. Net interest results benefited from a high net cash position in the quarter, while we continued to be impacted by the non-cash accretion expense related to the put option associated with our acquisition of CND in the Dominican Republic. Additionally, in this quarter we faced a one-time increase in other expenses.
Our effective tax rate for the quarter ended up being 11.4%, which was mostly impacted by our last interest on loan capital payment, resulting in a full-year ETR of 17.8%, compared to 18.2% from last year.
During the year, we had BRL3.8 billion total CapEx, of which a record of BRL2.8 billion invested in Brazil.
Finally, we finished the year with a net cash position of approximately BRL8.6 billion. However, in January we paid out roughly BRL4 billion in dividends and IOC.
Going forward, we will continue to pursue the appropriate balance of reinvesting in the growth of our business, be it organic through investments mainly in Brazil, or through targeted M&A, while maintaining an appropriate level of liquidity and returning excess cash to shareholders over time.
Before handing back to the Operator for Q&A, Joao will briefly talk about our perspective for 2014. Joao?
Joao Castro Neves - CEO
Thank you, Nelson.
As already discussed here, 2013 presented some greater than expected short-term challenges, but we have strong elements to expect an improved scenario in 2014, particularly in Brazil. We see our main headwinds of last year already dissipating.
First, food inflation has been decelerating since the second quarter of 2013.
Second, the decision of the federal government not to increase excise tax in last October allowed the industry to start the year with no real price increases, as opposed to the scenario we faced in 2013.
On this topic, the cold beverages industry will continue to work on a constructive dialogue with the federal government, with the intent of showing once again to the authorities that the lower the tax burden on the industry the greater the potential for volume growth and further investment, and a result growing tax revenue with no pressure on inflation.
Third, while out of our control, it is true that we faced a very poor weather in 2013, and any return to normality should be a powerful tailwind, not to mention the great summer we are having so far, with higher temperatures and less rainy days.
On top of that, we will have the FIFA 2014 World Cup that will for sure positively impact volumes, mainly during the second quarter. As a result, we are confident the Brazilian beer industry will resume growth in 2014.
Regarding the FIFA 2014 World Cup, as our latest Brahma campaign just announced, the football that spread all over the world is finally coming back home. If anyone has not seen the TV spot yet, it's worth checking it, as there is no better translation on how we feel about hosting this event in Brazil.
We are very excited and ready to make the most out of it. Along with the 64 matches in the 12 host cities, we will have the chance to enhance the superior execution delivered in 2013 FIFA Confederations Cup and make it even bigger and better.
This is also a unique opportunity to leverage the equity of our brands, paving the way for the next year's growth, all this without losing sight of our commercial priorities.
Our premium brands are expected to continue to lead the segment growth.
We will keep our focus on enhancing the consumer experience and performing different consumer occasions through our innovations.
North and northeast operations will remain a priority.
Returnable glass bottles strategy will remain high in our agenda, mainly through the continuous expansion of the 1-liter and the 300-milliliter bottles.
And following the good performance we had in 2013, we will have the opportunity to expand our successful initiatives in 2014, such as the new Pepsi 1-liter returnable bottle just launched.
Managing the optimal balance between price, mix, and volumes will once again be key to keep growing our top line on a profitable way. We expect our net revenue to grow high-single to low-double digits in Brazil, as we execute our revenue management strategy along the year, grow premium mix in our portfolio, and increase the weight of direct distribution while beer industry volume heads back to growth.
On the cost side, currency hedges will continue to be a headwind. Our average implied foreign exchange hedge rate for 2014 is BRL2.19, which compares to the BRL1.93 in 2013. On the other hand, commodities will partially offset this impact, as we expect our COGS per hectoliter to grow mid-single digit in 2014.
We expect our SG&A to grow high-single to low-double digit, as a result of three factors. Admin costs should grow below inflation, as we continue to optimize our non-working money base. Sales and marketing should grow double digits in connection with our investment around the FIFA 2013 (sic) World Cup. Distribution costs should also grow double digit as we continue to increase the weight of direct distribution, including the carryover impact from last year, and volumes resume growth.
And finally, as we continue to pursue organic growth opportunity in the country, we expect our CapEx in Brazil to be around the same levels we saw in 2013.
Thank you. I believe we can now move to the Q&A. Chad, can you remind everyone the procedure for the Q&A?
Operator
Certainly. (Operator Instructions)
Alan Alanis, J.P. Morgan.
Alan Alanis - Analyst
Congratulations for the results. A couple of questions. One, kind of a cultural question regarding compensation. You mentioned, Joao, that the administration costs during the year were low- to mid-single digits. Has there been any change in terms of the way you set targets and you pay people? And what was the trend for this last year? Would that support to get the margin expansion that you got in 2013?
And then, my next question is regarding capital structure. I'll wait until you answer the first one.
Joao Castro Neves - CEO
We had mainly in 2013 the same [operating] targets that we have -- EBITDA, share, cash, and expenses. So, no change there.
I guess at the end, what we did, not so much differently but maybe the pace of it, was trying to make the most out of a tough year. I think what I'm proud about the people is that when we compare with the last very tough year with a lot of headwinds we had was 2008, when volumes were basically flat, and also EBITDA.
This year, we got a decline of around 4% or 3%-ish, depending when you look at the total business, and EBITDA grew between 8% and 10%, depending on how you look at the restricted funds.
So, we basically had operational leverage up basically 2 times. It meant that we looked for all the different opportunities, really, to make from a tough year a very good one.
A very strong finish, which really helped internal goals.
So, I think good work by the people of the non-commercial piece. Supply, we had the best KPIs in a long time -- efficiency levels at the plant, best in class; and turnover levels, best in class; engagement levels, very high.
And as well as all the finance- and tax-related negotiations with the governments, finding the optimal balance. That means being at the table, and not being chosen. So, really, helping to lead the industry through those negotiation.
And commercial was a mixed bag. We had some regions that had very good results. CSD slightly better than beer, from a share standpoint. So forth, and so on.
Of course, we missed the share targets, as an indication. We're not pleased with the share results. Somewhat normal the fact that we are between 67% and 69%, but not what we wanted to have.
That's basically it.
Alan Alanis - Analyst
Got it. And just a quick question, a more financial question. Even after you paid the interest on capital in January, you should be right now in about a net cash position of almost BRL5 billion. If you generate another, say, BRL10 billion, BRL11 billion, what's the commitment of the Company to maintain a zero net cash position, or even go to slight debt, meaning that the market should expect -- if I'm doing the numbers right -- a dividend this year which practically would be twice as much as 2013, if you go to a zero net debt? That would be somewhere around BRL15 billion of dividend and interest on capital in 2014.
Nelson Jamel - CFO, IR Officer
I think the important message here is --. Of course, we don't provide any specific guidance on numbers in terms of payouts going forward, but I think the important message is that we, first of all, we have already been increasing our payout.
If you look over the last few years, we have been able to step up totals payouts from BRL3 billion in 2009, for instance, to over BRL7 billion last year, while at the same time investing in what we believe are great [business] opportunities in terms of our organic growth in Brazil with CapEx or targeted M&A in the HILA region.
So, we like to look at how we can grow the business, but at the same time generate so much cash, we can return the excess to shareholders. We have been working especially in the last year in improving our capital structure, in obtaining higher flexibility, which was one of the objectives of the restructuring we went through last year.
So, moving forward, I would say we are not going to change the way we use cash or the rationale for use of cash, but as I said we don't provide any specific guidance for next year. But the same rationale that have been applying in the recent years, it should continue to be again -- maximizing interest on capital, returning excess cash. We're always prioritizing investments in opportunities; we think we have many ahead of us.
Alan Alanis - Analyst
Thank you so much.
Operator
Fernando Ferreira, Bank of America Merrill Lynch.
Fernando Ferreira - Analyst
I have a couple of questions. First one, I'd just like to understand a little bit more details on your guidance for Beer Brazil. How much are you taking into consideration this apparently strong start for the year? It just seems relatively easy to achieve this top line growth given how the first half looks to be, unless you guys are concerned with the second half outlook. So, I just wanted to understand a little bit how you think about the next few quarters.
And also, is it right to assume that you guys are thinking about prices relatively in line with inflation?
Joao Castro Neves - CEO
Basically, what we are saying is that -- of course, weather in the first six, seven weeks, they were good. We think that coupled with the success of the Summer Without Price Increase campaign which we did for the first time basically in our history. That combination of weather and pricing, of course they help us.
It is a good start of the year, as you're saying. But we think the guidance makes sense. The guidance is --. We're not talking now about the prices or volume, as we may have done in different times. We're not talking about top line or net sales or total net revenue.
And we're saying a high-single to low-double. We think that makes sense, given that we are seeing that industry will resume growth, and there's some other --. There's carryover. There's different strategies.
We think the best way to put forward our view on the guidance, it was not to talk about total top line growth instead of giving specific guidance between volume and price, given that the strategy will be to find a better balance between volume and price for 2014.
Fernando Ferreira - Analyst
Sure. That makes sense.
And I just had a more marketing-related question. I'd like to understand a little bit better the roll-out of Corona in some markets, like in Canada, which is going to be in March? And if you also could comment about Brazil, too, if you already made a decision on going ahead and launching Corona here, or not?
Joao Castro Neves - CEO
Sure. For Canada, it's an amazing opportunity. It's a big market share market, and therefore a big market share opportunity for us.
It will be an important shift in the marketplace; the brand there has around 2%, 2 points of market share, but has a high single-digit profits, which means --. It's a higher price. So, if it was the same price as the average, could gain [7 points]. That's sort of the concept behind talking about the preference in market share. That, by having this, will take over the number one position in the high end. So, we feel very good about it.
And by doing what we know how to do, the sort of back-to-basics in terms of execution, we think we can grow the brand in the on-premise distribution. We can better focus on the high-end urban centers. Definitely increase the shelf share space on total alignments between the brand and our execution team. And take advantage of the strong brand equity that the brand has in Canada to really execute the marketing initiatives.
So, Canada, we feel great. This is going to happen as of March 1. So, basically, this coming Saturday. So, a great welcome to the team.
Corona has a very strong preference level in different Latin American markets. There is a timetable that we don't comment for confidential reasons for when it comes to different markets.
We actually have already launched in some markets, including Guatemala for example, which we think has a lot of opportunity together with the other Mexican brands. That is also true for other countries in Central America as well as the Caribbean, which is a big focus that we have, given that you saw the HILA-ex results.
So, really, a big opportunity. A real one in Canada and will be a real one in the other markets.
Talking about Brazil, we decided to launch in the second semester, given all the big agenda we have for the other brands and given that we have the World Cup. It will be a super premium brand in Brazil, and we will launch it during the second semester.
Fernando Ferreira - Analyst
Perfect. Thanks very much.
Operator
Lore Serra, Morgan Stanley.
Lore Serra - Analyst
I guess I wanted to delve down a little bit, and I appreciate that you don't want to talk too much about your pricing and volume assumptions. But I guess I wanted to ask about pricing. You're talking about trying to get a better balance between pricing and volumes, and I assume that's a comment for the medium term, not just for specifically this year, notwithstanding the near-term boost you're going to get from some of the factors you've mentioned.
And you're talking about this price increase not going up for the summer. And yet, when we look at the revenue per hectoliter, it's the highest increase we've seen for the year. And I know there's direct distribution and there's mix. And somebody in the ABI call tried to get the underlying inflation, and Brito didn't want to talk about it.
But help us understand why we're not seeing Ambev move toward a pricing environment that's more aligned with inflation? Because just the math would suggest with this kind of pricing in the fourth quarter, you're starting the year with a double-digit, or at least a high-single digit, increase at the consumer level?
And then, second, on the market share, some of the press reports I've seen may suggest that you're down to 67% market share at the beginning of the year. I'm not sure that's official. We don't have the Nielsen data. But if it's right, you're starting to be at the bottom end of your 67% to 69% range of comfort. So, how should we think about that as an issue for 2014?
Joao Castro Neves - CEO
We haven't really changed our historical practice of increasing prices on average around inflation plus any tax increase pass-through. That hasn't changed.
What happens is as you engage with state or federal tax negotiation, fortunately or unfortunately, there is no specific date. So, it makes the planning from a price standpoint a little bit more difficult.
True that we're not going to go into too much detail for the competitive reasons, but it's fair to say that our price increase in the market, and therefore ultimately to consumers, were lower than they would have been had the government implemented the planned tax increase.
So, we were able to pass that saving to the consumer. This has been fundamental to enable beer inflation to consumers to actually converge along the year to the general inflation. We're much closer now to the general inflation that we were at the beginning of the year -- so, for example, the mid-teens that we saw in the first quarter of 2013 -- because it was right after the excise increase at the end of 2012.
That made us came out in the summer Without the Price Increase campaign that, as I mentioned in the speech, reached over 500,000 points of sale. We continue to have that, and we continue to engage and understand what's going to be the federal tax or the state tax for this year. If we have a situation that we see that they will continue to hold on for the remainder of the year, this of course will help.
But at the end, we think it's a better guidance to talk about the Brazil top line, and the Brazil top line, the combination of price and volume growth, high-single to low-double, in 2014, as opposed of the mid-single digit growth that we had last year, which we of course don't like. True that just comp-wise, we have a much more favorable industry environment, volume-wise, which it would be the case -- not necessarily, but it is the case given the poor [industry] of last year. And also, it's an easy comp, but also better weather and better food inflation and we hope better pricing environment.
In terms of the share, we are not talking about specifically this year or months. We talk about the quarter. We are not happy, as I mentioned, with the fact that we didn't reach our share objective. From the channel side perspective, we finished with 67.5% in the fourth quarter, or 67.9% in the total of the year. So, both of them are within the 67% to 69%.
As we look for a better balance, that should help the share during the year. So, we are not happy, but we are comfortable with the share position. As we roll out the strategy, we could recover some of what we lost during 2013.
At the end, what really makes me excited to deliver the EBITDA growth is to continue to invest behind our brands, to invest behind the innovation platform that we have that will help 2014, but also out at the future.
Very positively surprised with the acceptance of Brahma 0.0% from a share standpoint, from a volume standpoint, from every angle. Skol Beats Extreme, it's making a difference from different occasions. And we'll make an amazing World Cup. Very excited what happens during the so-called rehearsal of the Confederations Cup. Made us really excited.
So, I think this year, having sort of three summers in a row will be different. And we actually have grown share of [wallets] during --. One may think we have tightened expenses, but we tightened the non-working expense. We actually gained share of wallets during the year, which has helped strengthen the preference of our brands vis-a-vis the competition.
So, we really started 2014 in the position we'd like to start, from a brand standpoint.
And I'm going to look for to be in the place I want to be, also from a share standpoint, but really focusing on the volume big time, given the sort of tailwind as you mention. You are right; there is a tailwind from a price perspective that will be and is already in the equation of the high-single to low-double on the top line.
Very exciting. Very good momentum going into 2014.
Lore Serra - Analyst
Thanks very much.
Operator
Antonio Gonzalez, Credit Suisse.
Antonio Gonzalez - Analyst
Congratulations on results. I just have a couple of follow-up questions, I guess on the same pricing-versus-volume theme. I wanted to see if you can share with us, first, if you look at the revenue percentage growth in fourth quarter, is there any way you can give us a sense of how much of that is coming from premiumization and direct distribution?
Secondly, I wanted to ask if you can share with us what's the target of direct distribution for the next 12 to 24 months?
And third, specifically --. I get the impression that it was a very strong focus for you guys to keep prices at the retail level constant, especially during this summer, and you were pulling the pricing lever elsewhere -- direct distribution, premiumization, and so forth. So, specifically, can you comment on whether the compensation structure for 2014 is a little bit more geared towards volume and market share targets as opposed to overall top line growth?
And then, I'll just have a very quick follow-up on an accounting technical question.
Joao Castro Neves - CEO
I'll talk more about the strategy than the specific numbers, given that we don't fully disclose how much percentage was what.
From an internal target perspective, we continue to focus on EBIT and share. So, for sure. Cash, as well. We'll have a greater focus also on overall top line. So, that will actually help us even further look for the right volume and price equation. So, we're totally focused on finding this better mix.
Premium. It's an amazing acceptance from a consumer standpoint. So, there was first a huge trade-up, either from other categories or people that were just not into the beer segment, with the 1-liter and the 300-ml. Now, those people that now have a better working life situation are wanting to trade up to some other brands. And some people that are coming from other categories to the premium.
So, premium continues to be an important lever of growth of top line, going forward.
We have also enhanced the route to market for premium.
So, that good combination of still having the two strongest domestic premiums as well as two very strong international premiums put us on a good situation to continue to grow pretty much as a top line.
Direct distribution. I would say it was more of an opportunity that happened during this year. So, we did take some opportunities. It was the biggest growth we had in a long time. So, usually we grow this 1 or 2 points. We're talking about 4 points this year. This is significant. It means hiring thousands of new people. But we have the people. We know how to do it.
It actually usually also enhances the opportunity of a better go-to-market, because usually you are taking areas where for whatever reason your situation may be not as strong. So, it's another actually top line opportunity. There is the consequence on the P&L that you exchange expense for revenue, with a net positive.
But I guess it's even more positive when you think about the strategy of taking areas that maybe are not well covered, and now you're putting in your own team and you can excel faster at the execution.
We don't have a target. This growth of 1 point, or 0.5 points, or 1.5 points, is almost like an organic growth, and we don't see ourselves necessarily growing another 4 points.
So, what we are making sure to make clear to you guys is there is just a carryover. The fact that most of this growth came concentrated in the second half will mean that the first half you'll see a concentration. This will only continue to increase if we see opportunities during the year as we saw last year.
So, that's basically it.
Antonio Gonzalez - Analyst
Perfect. And if you don't mind, I just wanted to follow up on an accounting question. If I look at the minority interest, when I look at earnings for 2012, actually, in the press release it seems like non-controlling interest was something like BRL4 billion. However, if I look at the exact same figure, but in the press release last year, it was way lower, at BRL134 million, or something like that. Could you just let us know what the policy there to account minority differently? And is this something we should expect going forward?
Nelson Jamel - CFO, IR Officer
This is a very technical piece. And what we did when we published our results this year, we [named] the 2012 column [for all tables as reference-based]. And we included the disclaimers on page 5 of our release. And basically, what they said there is that in view of the stock swap merger involving former Ambev and now Ambev S.A. -- it was approved by shareholders on July 30 last year -- we applied the predecessor cost accounting methods for all periods -- so, back since January 1, 2012 -- and that was for comparability purposes since the stock swap merger involved entities under common control.
So, we have a more detailed footnote, but net, that's what we did, is that we assumed the transaction as if it had taken place in the beginning of 2012. And the difference in the specific line of minority stake is that up to July 30 we had the 38% that migrated to new Ambev owners of July reported that minority stake. And as of August, it's part of the Ambev holders' stake. So, you can find more details in our financial release, as well.
Antonio Gonzalez - Analyst
Sure. That's helpful. I'll follow up later.
And finally -- sorry to take so much time -- can you comment specifically on this? Following up on Alan's question about capital allocation, is there any way you can comment specifically on buybacks? Or, you would just prefer to talk about a payout as a whole, as a combination of IOC, dividends, and buybacks?
Nelson Jamel - CFO, IR Officer
At this stage, we [are commenting] on a total payout basis, but of course we consider different alternatives. As you said, interest on capital, buybacks, and dividends. And in due time, of course, it will be discussed with the Board, and as soon as we have any news with this respect, of course you guys will be the first ones to know [along with the whole] market.
Antonio Gonzalez - Analyst
Thank you so much, again.
Operator
Lauren Torres, HSBC.
Lauren Torres - Analyst
I was just curious to follow up a bit on your outlook for Brazil this year. I know it's hard to isolate events and the weather, but knowing that the World Cup will be a good lift to your results this year and knowing that you've had some good weather year to date, I was just hoping for any signs of consumer sentiment improving. I don't know if you have examples from a channel perspective or a brand category perspective if you think spending levels are improving? If the consumer is purchasing more? Just trying to get a sense for the beer industry if you feel that there is some momentum outside of weather and events?
Joao Castro Neves - CEO
2013 is a year that we came out alive and kicking but with some bruises. And we're not going to leave any opportunities that we did actually leave at the table. We're going to capture them in 2014. I think there is some internal things to be done and to be captured.
And the consumer outlook, [it is better] for sure. We started last year with double digit for the inflation, which is not there today. There was --. That, combined with the lower growth in disposable income and our own industry prices higher, that is a poor combination alone.
So, the pricing from when you look at the pricing of the industry is better. The disposable income is pretty much the same. And the food inflation is lower. That combination alone is already a much more positive.
And then, of course, [from whoever is looking at the volume], an easier comp.
So, trying to strip out those factors, we see a better environment, yes. Early to [share very] specific examples. We will share them for sure in the next call when we have the first quarter behind us.
So, right now, we do have a combination of a better consumer outlook. We also have the better weather, as you also said. And we continue, to be quite honest, to be excited with the medium- to long-term outlook for Brazil. We have shared this number that probably BRL150 billion in terms of income came into the country in the last 10 years. Probably another BRL150 billion will come in the next 10 years, with ups and downs.
And this first year, looking into the first year for the next as far as you can, it is positive. Better consumer confidence towards beverages in particular [in sync in] an election year, which is usually also positive for the industry. And the World Cup, which will give us this third summer within the year.
So, a good start of the year, with another summer coming in three or four months which will be the World Cup, which will really make the most out of our execution.
Lauren Torres - Analyst
OK. All right. That's helpful. I guess, if I could also ask -- I'm not sure if you addressed this specifically -- but is there the likelihood or what is the likelihood of another postponement of the tax in April? And if so, if we do see that postponement, do you feel -- and I know you don't want to give away a pricing strategy -- but do you feel, knowing that there has been pricing in the market, that knowing the consumer is still a little bit weak, that there's not need for immediate pricing in the market?
Joao Castro Neves - CEO
I guess, first, very important, and I would [extend that] we welcome the federal government's decision in 2013, because it's an important indication of how open our government was in finding an alternative path that does not further increase the tax burden of the cold beverage industry, allowing therefore for more volume, more investment, less pressure on inflation, while still growing their tax revenue.
So, tax revenue actually grew close to 9% last year, and volume declined by 3%. They could probably reach the same level with more volume. I guess they were open enough to look at those numbers and postpone.
Going forward, the industry will continue to work on this constructive dialogue. We think that [showing] once again that a lower or same tax burden can have a greater potential for volume growth, further investment, and still have tax revenues growing, without pressuring inflation.
So, I think this is an important year. I think this is a year, once again, where this will have an echo. And the better the echo and the better we can repeat what happened, of course this will help the pressure on inflation, and therefore beer prices will definitely have a chance to converge. With that converging, they could totally converge to the general inflation. That for sure would help even further volumes for the year.
Lauren Torres - Analyst
OK. Very good. Thank you.
Operator
Luca Cipiccia, Goldman Sachs.
Luca Cipiccia - Analyst
I would like to have a very short follow-up on the pricing outlook and pricing initiatives in general. I understand the Summer Without Increase is something that was due in terms of making sure that retailers and bars wouldn't pass on additional pricing.
But I was hoping you could share your views on what may happen during the World Cup, or before the World Cup, whether by then there's a risk that the temptation will be so high that this type of containment may not be as effective. How do you think that will play out?
And also, related to this, is there a possibility that some of the price increases that you would typically do in the third quarter, given the event in the second, this time around will be anticipated?
That will be my first question.
Joao Castro Neves - CEO
I think I'll take the question from the standpoint whether we think we could contain that potential movement of price up from the retail before the World Cup. My answer to that part of the question would be definitely a, yes, because I think what we did was outstanding when you look at the last 20, 25 years.
In the past, it was just because there was not enough capacity to serve the population. That's not been a problem in the last 10 years. But it just became the norm. Every summer, before the summer price increase.
The way we did this we basically execute as if we were executing a price increase, but we executed a no-price increase. So, we went out with all the thousands of sales people, with the posters. And instead of talking about the price increase, we were talking about, let's not increase prices.
And the results were very good, from Nielsen rating, tax rating, whatever, showing that there was no increase while many other categories continued to see their regular summer price increase. So, the actual numbers proved --. We set ourselves to do the best [pass-through] ever, without having a pass-through. And we achieved even better results than what we thought we would.
So, I think we learned on how to do this, even more than we could think of. And therefore, by replaying that story over the next summer, which starts in May, for sure we could contain.
That's it. I think that's the part of the question that I can answer.
Luca Cipiccia - Analyst
OK. I understand. And just a very quick follow-up as well on the CapEx. You have mentioned that you are going to repeat a similar level of investments in Brazil as you did in 2013. Could you articulate on where this amount is going to be directed to? What type of investments are we talking about specifically, in terms of CapEx?
Nelson Jamel - CFO, IR Officer
The most important part of it, of course, is (inaudible) of facilities. We are going to have --. Actually, our plan for 2014 is going to be unique. We are going to have the open of two new breweries in the same year. So, the first one already in March, and then the other one later in the year.
So, it just shows our commitment and our view on the long-term growth as well.
So, of course we are ready for this year, for the industry that will resume growth, for the peak during the World Cup which [will change its analysis]. And actually, we're going to have to change the way we work internally. We're going to have a different year, [possibly the best for two years at least].
But also, we continue to see opportunity in the long-term, as Joao mentioned. We are very positive about the business outlook, and [it will be] a year, also a challenging year from a CapEx perspective because, again, the major [buckets] will be around having two new breweries up and running and (inaudible).
Luca Cipiccia - Analyst
OK. Thank you, and congratulations.
Operator
Jose Yordan, Deutsche Bank.
Jose Yordan - Analyst
A quick follow-up just on the accounting, the one-time gain on the pension plan surplus. If you could give us the exact number, and whether that was just allocated to Brazil only or to all the other units? We can talk about it offline if you'd prefer.
But my main question is about the CSD business. That was to me the most impressive part of the quarter, both in Brazil gaining all that market share. And there, I was just interested in knowing what your perception is of whether you gained that share from Coke or from the B brands, or both, and what you're doing to continue that trend?
And then, in the DR, obviously 39% organic growth is pretty unusual, and I would love to see what was behind that and what's the sustainability going into 2014?
Nelson Jamel - CFO, IR Officer
Just starting with the recovery of restricted funds, the full amount (inaudible) was [really] BRL300 million. The defined benefit plan is only in Brazil. So, it didn't impact any other business units, in terms of the segmented reporting we do. So, it's about Brazil. Of course, affected both Brazil Beer and Brazil CSD.
And as I said, it's a one-time gain accounting-wise, we will have the cash impact over 36 months installments.
So, back to you, Joao, for comments on the CSD and Dominican Republic part of the question.
Joao Castro Neves - CEO
Thank you very much for the question. So, give us a chance to talk about the two other businesses. I would start with the HILA-ex. Very happy with the results. We all remember a few years back when the EBITDA was flat or negative, or negative big time, for a few years. And now, we're talking about almost like a BRL500 million [with doubling] the potential to be $500 million or more in terms of EBITDA growth, going forward.
I think what is interesting about Dominicana, first, is that we look now -- we have a chance in that market, given that we have four different beverages in that market. We can talk about share of stomach, big time, and we actually grew share of stomach to a huge level that we never had before. So, the integration of the two teams and the integration of the different businesses of beer, soft drinks, malt, rum, and all those different things.
We are learning a lot, and therefore the excitement it's not just on reaching 50% on EBITDA margin on beer, growing the 30%-plus on the year, and being able to do this for the next year, but give us a long-term outlook for the [area], of course, but we see that now with the first quarter [operation] that we have, there is a lot that we can do in the Caribbean and there's a lot we can do in Central America.
Very happy also with the results of Guatemala. Margin still, quote-unquote, only in 32%. So, there's area for expansion in Guatemala. Also, volume almost doubled or tripled in the last two years.
In Argentina, our portfolio is going to be greatly enhanced by the Mexican brands.
So, really a good opportunity, and I think we can do much more than what you just saw in 2013, but of course we are happy and proud of what the people, what the team was able to do.
Talking about CSD, I think we had the main competitor somewhat alone with returnables for many years, and they gained a lot of share with that. And I think the returnables, it's a good combination of share. Sometimes, depending on your situation, it can also give you per capita and give you pricing power from a pack price strategy standpoint.
We started now a little over two years with Guarana Antarctica. So, instead of having the main competitor alone, now we are there, too.
I think what's happening is mostly both of us gaining share over B brands than one from the other.
And now, at the very end of last year, we also launched the returnable for Pepsi-Cola. And Guarana has not even reached total market yet.
So, I think the combination of continue to roll out Guarana Antarctica and start to roll out Pepsi-Cola will continue to give us a chance to mimic some of the things that we saw the main competitor do. So, a lot of opportunity for us, but I think [continue] should have opportunities for the whole industry.
And on top of that, one thing that we haven't talked a lot, but our situation on the energy drink segment. We launched Fusion by Guarana Antarctica a year and a half, a little bit more, ago. We teamed up with Monster at the beginning of 2013.
So, we basically have a year behind with the two brands. We went from maybe being seven or eight number in the segment to being already the number three, when we combine the two brands.
We feel there's a lot of opportunities from a growth standpoint and profitability standpoint and are very well positioned with those two brands. So, it's good news for CSD.
Last but not least, I think two events that are worth talking about from a Guarana Antarctica standpoint, we continue to be the number one digital brand in any category, with the number one [home page] in Brazil and Facebook, with 16 million counts, just from 10 million a few months back. But that's not only in beverage, but is across any category that you see.
And also I think the activation we did in the trade with [Faustel] and (inaudible) and (inaudible) were two or three very good assets that help us on the execution of the off-trade a lot and help to explain this very good result of 2013 that we will learn and do better in 2014.
Jose Yordan - Analyst
Great. Thanks for the color. And just to clarify, in the DR it was basically integration of the businesses. Was there any big launch there that we should take into account in forecasting that? Or, again, that's something that's sustainable, even (multiple speakers)?
Joao Castro Neves - CEO
I would say (multiple speakers). Combination of the integration. But the spin is not the usual integration of just finding synergies, but also working on a better route to market and integrating four different categories, which [very few players have] the chance of doing that and excelling in the top line.
That's in a full-year organic. So, there was no specific thing, but was really learning how to work in four categories, while without one eating from the other but actually helping each other to gain share of stomach from a consumer standpoint.
Jose Yordan - Analyst
Sounds like a great story. Thanks a lot.
Operator
Alex Robarts, Citi.
Alex Robarts - Analyst
I did have a couple of quick questions on the guidance and outlook, but before that, just I wanted to start with the other operating income line. This has been an interesting one during the year of last year.
And as we think about the 10.5% organic EBITDA growth, it seems, that you did last year, three points coming from the increase in the state government grants, another three points from these one-offs, legal and these restricted funds.
Can we get a sense of where this could be, this line item, this year? And I appreciate that there's obviously some limited visibility that you guys even have. But after increasing 65% last year, are these government grants going to continue increasing at this kind of rate? And are there some more kind of ways that you can go after the excess contribution?
So, that's the first one. If we think about the BRL1.7 billion in other income last year. Should we think about a lower number this year? Any color would be helpful.
Nelson Jamel - CFO, IR Officer
As you mention, out of the BRL1.7 billion, the bulk of it comes from the VAT government grants, which continue to positively impact our results.
First of all, it is a direct consequence of the substantial increase in our CapEx expenditures, and if you look for the history since 2009 this line, this specific item [that is set], has increased for roughly four times. So, it's a consequence of increased CapEx.
We had another year of record CapEx in Brazil. We just said we're going to keep the level for 2013 in 2014 that it's at. So, as you can imagine, since this opportunity (inaudible), we have to of course manage proactively. We have to go after opportunities. But we have the [access] to extract value from it.
We continue to do it. And it's important to bear in mind that we are talking about incentives that are long-term incentives, eight to 10 years. So, when you think of this other operating income and expense line, if you understand -- and [let us] provide a break down; we can get it (inaudible) -- most of it comes from these VAT grants, and they will continue to be there as long as we continue to invest, and that's the way to think about it.
But of course, between the BRL1.7 billion and the BRL1.1 billion of VAT grants last year, there were other items that along the year [we managed] to disclose to you guys, and particularly this quarter the BRL300 million long-term gain due to the recovery of the surplus funds. Of course, these [aren't] going to be there next year.
So, while we're thinking of 2014 and beyond, I think we have just to split what is the bulk [with what is going to continue there], but of course there were some one-off items that will disappear naturally for this year.
Alex Robarts - Analyst
I'm sorry. So, if the CapEx, though, as you just mentioned, is in a similar level this year from last year, compared to last year, should we then think that the BRL1.1 billion in government grants last year should be equal or lower this year? Is that a fair assumption?
Nelson Jamel - CFO, IR Officer
No. Actually, the way you should think about it is that if you look into the trends, as I said, in 2009 it was about BRL300 million. And it has been growing, and that should continue to be the case moving forward as long as we start to benefit for the incentives that were already granted.
So, the CapEx for this year is going to trigger potential new incentives that will [kick in] for the next 10 years. And of course, for the old incentives from ten years ago, eventually they will expire. So, it's an ongoing process, and the trend is indeed to have growth in this line for next year, the specific line of the VAT government grants. Again, just looking to historical figures, you perceive that, what [is also not] going to be there next year.
And of course, it will affect the bottom line of the total [operating income or expense] of the non-recurring items, such as the BRL300 million of Q4.
Alex Robarts - Analyst
OK. All right. Well, that's helpful.
On the guidance -- and I thought that this was very helpful and thanks for providing such detail -- looking at the net revenue in Brazil, which if we just take the midpoint here, is about -- you're guiding sales in Brazil to grow this year 10%. If we think about that 10% and we take out premium mix and direct distribution, just pure rate of price increase and volume, you're kind of looking at 8%.
And that was a surprise to see, at least for me, and I just wanted to see if I was missing something? In other words, if you're going to get [full] inflation pricing, you seem to be implying just a recovery in beer volume growth, or at least in beverage volume growth, kind of low-single digit. Is that a fair way to think about it? It just seems that the midpoint of sales growth being 10% in Brazil beverages this year seems very low.
And I just wondered if you could comment a little bit on related to this, what do you think might be a range of volume growth this year?
Nelson Jamel - CFO, IR Officer
Actually, and I think Joao also mentioned that in a previous question, we decided to speak to a top line of total net revenue growth, not get into details of a specific on pricing, of volumes. And of course, the range we are providing from high-single to low-double is going to be the result, of course, of how the industry evolves this year and of our pricing strategy.
I think we already commented on what we are ready to disclose, but are not going to get into specific details of specific contributions of each driver.
But at the end of the day, of course we are very excited about the process for Brazil this year, top line process in Brazil. It will have a combination of pretty much all the headwinds we had last year, they are kind of dissipating, and we are looking to a year of prices not pressured by tax increases. We have the FIFA World Cup. We have naturally an easy comp from last year. We're also excited about the programs and the commercial initiatives we have.
So, all in, we think we can deliver a strong top line, and probably once we evolve into the year and have opportunity to discuss [Q1 and Q2] results and going forward, we're going to probably be able to get into more specific details. But for the time being, that's as far as we are going.
Alex Robarts - Analyst
OK. Fair enough. And just the last one on the guidance is when you talk about COGS per hectoliter. And it looks like what's kind of important here is mid-single digit growth, but on a constant product mix basis.
So, is that basically saying if you sold the same product mix that you sold last year this year, a constant product mix, that the COGS would be up, you'd expect them to be mid-single digit? However, I guess with -- I'm just thinking with 63 games in the World Cup, a lot more cans are going to be sold. This is the input that has most of the dollar weighting. Is it fair to say that maybe on a non-constant product mix basis, COGS per hectoliter could be higher than mid-single digit? Is that fair to think about it like that?
Nelson Jamel - CFO, IR Officer
Well, it's fair; it could be higher or lower. It depends on how it evolves. And at the end of the day, [it's a function] also of not only packaging mix, but also product mix, because the (inaudible) for Brazil.
So, it depends on how soft drinks and beer evolve. If they evolve in different ways, of course, we're going to change the product mix, and they have different COGS per hectoliter. But essentially, that's changing mix, be it either packaging or product, it also has an impact on net revenue. So, of course, you have to think of the full equation and to assess the potential bottom line impact.
But our view is we should grow COGS per hectoliter on a constant product mix by mid-single. It is a fact that during the World Cup we might have some fluctuation in terms of product mix, but that shouldn't be material vis-a-vis all the other elements that in the end impact our product mix evolution.
Alex Robarts - Analyst
OK. That's very helpful.
And, I'm sorry. Just the double-digit distribution cost. That was very interesting, and I appreciate your increase in your weight in direct distribution and such. But is it fair to think that to create --? Again, thinking volumes, it seems like implicit you're seem to be guiding or at least implying that volumes would be around mid-single digit levels.
But a double-digit increase in distribution costs from the resumption of volumes seems to be conservative. So, it seems that a lot of the double-digit increase in distribution costs is coming, really, from your direct distribution moves. Is that a way --? Is that fair to also think about it like that, that really what's behind this double-digit increase that you expect in distribution costs is from the weight of the direct distribution?
Nelson Jamel - CFO, IR Officer
Yes, both items play on the line, and of course volumes resuming growth has an impact on distribution costs.
But no doubt, especially given the fact that 2013, as Joao mentioned, was also a sort of an outlier given the accelerated growth of that distribution which took place essentially in Q4 and primarily second half (inaudible), there will be a carryover effect. We're going to see it definitely in the first half of the year, since we are growing the distribution roughly four percentage points last year, versus 2012, as opposed to the 0.5 or one points we had in previous years.
So, there is a carryover effect of high direct distribution and also volumes, but we're not splitting the impact of each.
Alex Robarts - Analyst
Fair enough.
Operator
This concludes our question-and-answer session. I would like to turn the conference back over to Nelson Jamel for any closing remarks.
Nelson Jamel - CFO, IR Officer
Thank you, Chad. And thank, everybody, once again for joining to this call, and looking forward to speaking to you again when we are going to announce our first quarter results in our upcoming conference call.
Thank you very much.
Operator
The conference is now concluded. Thank you for attending today's presentation. You may now disconnect.