Efforts of Heineken NV to outperform Anheuser-Busch InBev NV in Brazil hit margins of the company from Netherlands, Bloomberg reports.

Second-largest beer producer in the world informed on Monday about profitability reduction this year among fast growth at the biggest market in Latin America, where its beer is less profitable than everywhere else. Shares dropped 5,6% in Amsterdam. This is the largest decline in almost three years.

Heineken became second largest beer producer in Brazil after it bought business of Kirin Holdings Co. last year. Japanese company could not compete with giant AB InBev, and Heineken entered into the game with aggressive marketing, which caused reduction in margin even though the company sells more beer.

Operational earnings grew by 1,3% to 1,75 billion euro, which is lower than forecasts of economists. Earnings in the second quarter were lower due to large marketing expenses during World Cup.

Heineken’s sales volumes grew by 4,5%, which is higher than analytics forecast that was 3,1%.