This company profile of Heineken, Brazil, reveals the unethical practices of one of the largest beer producers. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five Strategies.
Introduction
Heineken Brazil, a subsidiary of the Dutch brewing company Heineken N.V., has established itself as a player in the Brazilian beer market. Since its entry into Brazil in 1990 through a partnership with Kaiser, Heineken has expanded its footprint, acquiring Kirin’s Brazilian operations in 2017, which bolstered its market presence.
Facts about Heineken Brazil
- Net Revenue (sales): Net revenue (beia) increased organically by 5.0% to €30.0 billion
- Number of employees: 13,000 employees
- Lobbying costs: Not available
- Ownership: Heineken N.V.
- Market share: 15,5%
Board of Directors
- CEO of Heineken Brazil: Mauricio Giamellaro
- Logistics Director at Grupo Heineken in Brasil: Daniel de Oliveira
- Vice President of Sustainability and Corporate Affairs at Heineken Brazil: Mauro Homem
- Heineken Business Unit Director, Heineken Brasil: Eduardo Picarelli
Brands
Beers
- Lagunitas
- Amstel
- Bavaria
- Blue Moon
- Devassa
- Eisenbahn
- Glacial
- Sol
- Heineken
- Kaiser
- Schin
- Tiger
- Baden Baden
- No Grau
- Praya
Ready To Drink (RTD)
Spirits
- Vibes (Amstel)
- Vermelhão
Involvement in Front Groups
- Sindicato Nacional da Indústria da Cerveja (SINDICERV) / National Beer Industry Union (SINDICERV)
- Cerveceros Latinoamericanos / Latin American Brewers
- Centro de Informações sobre Saúde e Álcool (CISA) / Health and Alcohol Information Centre (CISA)
- Mover: Movimento pela Equidade Racial / Movement for Racial Equality
BROWSE MORE UNETHICAL PRACTICES by Heineken Brazil
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
