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 was founded in 1994 in Petrópolis, Brazil. In 1998, entrepreneur Walter Faria acquired the company, which expanded in the following years to become the second-largest brewer in the Brazilian market. Headquartered in Petrópolis, the company operates seven production plants across Brazil and remains under national ownership.

FACTS ABOUT GRUPO PETRÒPOLIS

  • Net revenue (2024): BRL11.3 Billion
  • Gross profit (2024): Not available
  • Net loss (2024): BRL1.2 Billion
  • Marketing spending (2024): Not available
  • Lobbying costs: Not available
  • Number of employees (2024): 24,000
  • Market share (December 2024): 11.2%
  • Parent company: Not applicable (Brazilian-owned)

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

MANAGEMENT TEAM AND BOARD OF DIRECTORS

  • Walter Faria, President
  • Giula Faria, Chief Operating Officer
  • Marcelo de Sá, Chief Financial Officer
  • Patrícia Arias, General Counsel
  • Fernando Faustino, IT Director & Chief Information Officer
  • Alaercio Nicoletti Junior, Head of Sustainability, Continuous Improvement & Open Innovation
  • Diego Gomes, Industrial Director
  • Carlos Vicentini, Commercial Director

Front Groups

  • Associação Brasileira da Indústria da Cerveja (CERVBRASIL) / Brazilian Beer Industry Association (CERVBRASIL)