Heineken Brasil

Heineken Brasil
Company typePrivately held company
IndustryBeer
GenreSubsidiary
PredecessorBrasil Kirin
FoundedMay 28, 2010; 14 years ago (2010-05-28) in São Paulo, Brazil
Headquarters
São Paulo
,
Brazil
Area served
Brazil
Key people
Mauricio Giamellaro (CEO)[1]
ProductsBeer, soft drink, juice, mineral water, energy drink
Revenue (R$3,706,000,000)
Total assets (€1,025,000,000)
OwnerHeineken N.V.
Websitewww.heinekenbrasil.com.br

Heineken Brasil is the Brazilian subsidiary of Dutch brewer Heineken. The company produces beer and soft drink under the brand names Kaiser, Brasil Kirin, Glacial, Cintra, Baden Baden, Devassa, Eisenbahn, and Amstel.[2]

Founded in 2010, the company expanded its operations in 2017 with the acquisition of Brazilian subsidiary of Kirin.[2] It is the second largest brewer in Brazil.[3][4]

History

Introduction to the Brazilian market

Heineken arrived in Brazil in 1990, through a partnership with Kaiser, when the Brazilian brewery signed a production and distribution licensing agreement with the supervision of Heineken of Amsterdam.[5][6]

Purchase of Femsa

In 2010, Heineken acquired Femsa, maker of the Kaiser brand, which enabled it to extend its presence in the Brazilian market, with the utilization of the Coca-Cola system in the country.[7] The purchase was valued at €3.8 billion (approximately US$5.5 billion). If debts and pensions are taken into account, the value of the operation reached €5.3 billion (approximately US$7.6 billion).[6][8]

Acquisition of Brasil Kirin

In February 2017, Heineken announced an agreement with Kirin Company to purchase its Brazilian subsidiary, Brasil Kirin.[2] The deal was worth €664 million (equivalent to US$704 million).[9]

In May 2017, the Administrative Council for Economic Defense (CADE) approved the sale of Brasil Kirin to Heineken, and with this, the latter became the second largest Brazilian brewer.[10]

Expansion

In 2020, Heineken Brazil invested R$865 million (approximately US$160 million) in the expansion of the Ponta Grossa plant. After backing up from building a new industrial unit in Minas Gerais, the group announced in late 2021 the expansion of the production capacity of the Ponta Grossa plant.[11][12]

Products

Heineken Brazil has in its product line:[13]

Beers: Schin, Malta (Pilsen, Malzbier, Munich and Zero Alcohol), Glacial, Cintra, Baden Baden, Devassa and Eisenbahn.

Soft Drinks: Schin (citrus, grape, lemon, orange, guaraná, cola), Itubaína, Maçã, Tônica, and Fibz Kirin (soda with added fiber) cola.

No sugar soft drinks: Guaraná Zero and Cola Zero.

Fruit Juice: Skinka and Fruthos.

Water: Schincariol mineral water (sparkling and non-carbonated).

Energy drinks: Ecco! "K" energy drink.

Controversies

In 2021, Heineken Brazil gave up on building a plant in Pedro Leopoldo, in the Metropolitan Region of Belo Horizonte, Minas Gerais.[14][15] The project, estimated to cost R$1.8 billion (US$353 million), was barred by the Chico Mendes Institute for Biodiversity Conservation (ICMBio).[16] The industrial plant would be located near the Lapa Vermelha IV cave, which is part of the archaeological site of the Carste de Lagoa Santa Environmental Protection Area, a region where the skull of Luzia Woman was found, one of the oldest fossils in the Americas. This area also comprises a groundwater that if used could generate impacts on the complexes of caves and grottoes, which, according to the institute, would face the risk of being buried.[11][12]

See also

References

  1. ^ "Os desafios do novo presidente da Heineken Brasil". Época. Retrieved 14 February 2021.
  2. ^ a b c "Heineken compra Kirin e se torna segunda maior cervejaria do Brasil". Época Negócios.
  3. ^ "Em Itu, Grupo HEINEKEN inaugura novo escritório". Sabor à Vida. Retrieved 15 February 2021.
  4. ^ "Minas deverá ganhar fábrica da Heineken". Diário do Comércio. Retrieved 15 February 2021.
  5. ^ Caseratto (6 June 2017). "Fique por dentro do mundo Heineken". Retrieved 15 February 2020.
  6. ^ a b "Cervejaria Heineken". Origem das Marcas. Retrieved 15 February 2020.
  7. ^ "Pedala, Heineken". Isto é Dinheiro. Retrieved 15 February 2020.
  8. ^ "Heineken compra dona da Kaiser e Bavária". O tempo. 11 January 2010. Retrieved 15 February 2020.
  9. ^ Bouças, Cibelle (13 February 2017). "Heineken compra dona da Schincariol por 664 milhões de euros". Valor Econômico. Retrieved 13 February 2017.
  10. ^ "Cade aprova negócio, e Heineken se torna a 2ª maior cervejaria no Brasil". Folha de S.Paulo.
  11. ^ a b Rogala, Fernando (21 December 2021). "Heineken conclui aporte e se prepara para nova expansão". A Rede. Retrieved 22 December 2021.
  12. ^ a b Madureira, Daniele (13 December 2021). "Heineken desiste de fábrica próxima a sítio arqueológico em Minas". Folha de S.Paulo. Retrieved 22 December 2021.
  13. ^ "Produtos". SCHINCARIOL. Archived from the original on 27 January 2010. Retrieved 1 June 2010.
  14. ^ Reis, Maria Luiza. "Heineken desiste de erguer fábrica perto de sítio arqueológico em MG". R7. Retrieved 22 December 2021.
  15. ^ Bouças, Cibelle; Brandão, Raquel (13 December 2021). "Heineken desiste de fábrica em local próximo de onde foi achado o esqueleto mais antigo das Américas". Valor Econômico. Retrieved 22 December 2021.
  16. ^ Camargos, Daniel (21 September 2021). "Por ameaçar sítio arqueológico, fábrica da Heineken em MG é embargada após multa de R$ 83 mil". Repórter Brasil. Retrieved 22 December 2021.