Heineken Brasil
 | |
| Company type | Privately held company |
|---|---|
| Industry | Beer |
| Genre | Subsidiary |
| Predecessor | Brasil Kirin |
| Founded | May 28, 2010 in São Paulo, Brazil |
| Headquarters | , |
Area served | Brazil |
Key people | Mauricio Giamellaro (CEO)[1] |
| Products | Beer, soft drink, juice, mineral water, energy drink |
| Revenue | (R$3,706,000,000) |
| Total assets | (€1,025,000,000) |
| Owner | Heineken N.V. |
| Website | www |
Heineken Brasil is the
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
- ^ "Os desafios do novo presidente da Heineken Brasil". Época. Retrieved 14 February 2021.
- ^ a b c "Heineken compra Kirin e se torna segunda maior cervejaria do Brasil". Época Negócios.
- ^ "Em Itu, Grupo HEINEKEN inaugura novo escritório". Sabor à Vida. Retrieved 15 February 2021.
- ^ "Minas deverá ganhar fábrica da Heineken". Diário do Comércio. Retrieved 15 February 2021.
- ^ Caseratto (6 June 2017). "Fique por dentro do mundo Heineken". Retrieved 15 February 2020.
- ^ a b "Cervejaria Heineken". Origem das Marcas. Retrieved 15 February 2020.
- ^ "Pedala, Heineken". Isto é Dinheiro. Retrieved 15 February 2020.
- ^ "Heineken compra dona da Kaiser e Bavária". O tempo. 11 January 2010. Retrieved 15 February 2020.
- ^ Bouças, Cibelle (13 February 2017). "Heineken compra dona da Schincariol por 664 milhões de euros". Valor Econômico. Retrieved 13 February 2017.
- ^ "Cade aprova negócio, e Heineken se torna a 2ª maior cervejaria no Brasil". Folha de S.Paulo.
- ^ a b Rogala, Fernando (21 December 2021). "Heineken conclui aporte e se prepara para nova expansão". A Rede. Retrieved 22 December 2021.
- ^ 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.
- ^ "Produtos". SCHINCARIOL. Archived from the original on 27 January 2010. Retrieved 1 June 2010.
- ^ Reis, Maria Luiza. "Heineken desiste de erguer fábrica perto de sítio arqueológico em MG". R7. Retrieved 22 December 2021.
- ^ 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.
- ^ 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.
