This company profile of Grupo Petrópolis reveals the unethical practices of one the largest alcohol producers in Brazil. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five Strategies.
Introduction
Cervejaria Petrópolis is a Brazilian brewery company headquartered in Petrópolis, Brazil.
Established in 1994, it stands as the second-largest brewer in Brazil and is notable for being the only major brewery in the country with 100% national capital.
According to their website, Petropolis Group currently operates seven production plants in Brazil.
Facts about Grupo Petrópolis
- Financial numbers: In 2024, the company registered a net loss of R$1.2 billion, almost double the amount of the previous year. Meanwhile, gross revenues fell 27% to R$11.3 billion.
- Number of employees: 24.000 employees
- Lobbying costs: Not available
- Ownership: 100% Brazilian-owned
- Market share (December 2024): 11.2%
Board of Directors
- President: Walter Faria, acquired the company in 1998.
- COO: Giula Faria
- Chief Financial officer: Marcelo de Sá
- General Counsel: Patrícia Arias
- IT Director & CIO: Fernando Faustino
- Head of Sustainability, Continuous Improvement & Open Innovation: Alaercio Nicoletti Junior
- Industrial director: Diego Gomes
- Commercial Director: Carlos Vicentini
Brands
Beers
Spirits
Non-alcoholic drinks
- Crystal
- Lokal
- Itaipava
- Black Princess
- Petra
- Weltenburger
- Ampolis
- Vodka Blue Spirit
- Vodka Nordka
- TNT Energy Drink
- Magneto
- Isotonic Ironage
- Mineral Water Petra
Involvement in Front Groups
- Associação Brasileira da Indústria da Cerveja (CERVBRASIL) / Brazilian Beer Industry Association (CERVBRASIL)
BROWSE MORE UNETHICAL PRACTICES by Grupo Petrópolis
BIG ALCOHOL IN THEIR OWN WORDS
Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.
“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.
To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."
Source: Molson Coors Annual Report 2022
