The rise of these reticent businessmen is now revealed from behind the scenes by a journalist who has been following their story for over a decade.
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**** In 1971, when the Brazilian stock market was going through an euphoria, Harvard graduate, tennis champion and underwater fishing enthusiast from Rio de Janeiro Jorge Paulo Lemann decided to start a new business.
He assembled some partners and put out a newspaper ad: “Brokerage wanted.” Days later, Lemann began running what would become the cornerstone of his fortune and those of over 200 other people. The “Garantia model” was based on businesses that impressed Lemann, such as Goldman Sachs in finance and Walmart in retail.
A scant seven years later, in 1989, their sights were set on a major brewery, Brahma.