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 (2023): EUR30.0 Billion
• Gross profit (2023): Not available
• Profit after tax (2023): Not available
• Marketing spending (2023): Not available
• Lobbying costs (2023): Not available
• Number of employees (2023): 13,000
• Market share (2023): 15.5%
• Parent company: Heineken N.V.

Brands

Beers

MANAGEMENT TEAM AND BOARD OF DIRECTORS

• Mauricio Giamellaro, Chief Executive Officer
• Daniel de Oliveira, Logistics Director
• Mauro Homem, Vice President of Sustainability and Corporate Affairs
• Eduardo Picarelli, Business Unit Director

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