“O mercado está diferente”. O plano da Heineken para recuperar volume no Brasil

Heineken Brazil's CEO, Maurício Giamellaro, recently expressed that the market conditions have changed, not just become more difficult. Since investing over R$6 billion in new factories and expansions, the company's production capacity in Brazil could increase by over 50% in the coming years. However, this excess capacity arrives at a time when beer consumption in the country has decreased by about 5% in the first half of the year, down from nearly 5% in 2025.

Giamellaro stated that the market is not the same, but rather different, and the company needs to use different tools and approaches, such as innovation, consumer connection, and high-quality communication. Despite the market contraction, Heineken has managed to gain a larger slice of the market pie, as they are now leading in the premium segment with a near 30% market share.

The company aims to grow through three main fronts: expanding Amstel, maintaining leadership in premium, and developing a portfolio of lower alcohol, zero alcohol, lower calorie, or gluten-free beers. Giamellaro emphasized that the company continues to gain market share, even if the market is shrinking, and feels less pressure from volume.

This is crucial for Heineken, as Brazil has become their largest volume operation worldwide and the biggest revenue market for Heineken and Amstel brands.