SAO PAULO (Reuters) -Dutch brewer Heineken on Thursday opened a new brewery in the Brazilian state of Minas Gerais, in one of the largest investments from the beverage sector in the country, as the facility will focus on premium beer production.
WHY IT’S IMPORTANT
The new plant represents the firm’s strategic push to strengthen its leadership in Brazil’s growing premium and pure-malt beer segments, where its Heineken and Amstel brands are market leaders.
The investment also comes as Brazilian consumers increasingly opt for higher-quality beer products.
BY THE NUMBERS
The new brewery required an investment of 2.5 billion reais ($462.63 million), and is one of several investments the group has made in Brazil over the past six years, totaling 6 billion reais.
The facility has an initial production capacity of 5 million hectoliters per year, which could be doubled soon. It also spans an area equivalent to 140 soccer fields.
The operation now employs 350 workers, with 70% of the workforce coming from Passos and surrounding areas.
KEY QUOTES
“Brazil is a dynamic market with demanding consumers passionate about beer. The new unit reinforces our confidence in the country and in the growth of the premium and pure-malt segment,” Mauricio Giamellaro, head of Heineken’s Brazil unit, said in a statement.
CONTEXT
The Passos facility is Heineken’s first greenfield project – built from scratch – in Brazil and the company’s 14th brewing operation in the country. The strategic location in southern Minas Gerais state aims to improve distribution efficiency to the Southeast region, Brazil’s main consumption center.
($1 = 5.4039 reais)
(Reporting by Igor Sodre; Writing by Fernando Cardoso; Editing by Aurora Ellis)
