Itaipava wants to move north and northeast regions

Sao Paulo-the Grupo Petrópolis announced yesterday (2) a new visual identity of Itaipava. The change is part of the company''s strategy to expand presence in markets such as the North and northeast regions of the country. Now, the traditional white Tin of Itaipava gives way to new elements, with gold highlights and the characteristic red acquiring new tone, darker. According to the advertising manager of Itaipava, Eliana Cassandre, the brand is the second most sold in several Northeastern States, where the company has two factories: Itapissuma (PE) and in Alagoinhas (Bahia). "There''s still room to grow in the region." According to the Executive, the brand is strong in States like São Paulo, Rio de Janeiro, Mato Grosso, Bahia and Pernambuco. "The idea [with the new identity] is getting closer to other consumers in large and small cities" the goal of the company is, by the end of the Decade, to be among the three best-selling brands. Currently, Itaipava is the fourth best-selling beer in the country. The brand holds 10% market share compared to just over 1% in mid-2001. Eliana notes that the sector has felt the instability of the Country. "The figures show an industry sales downturn". Despite this, she estimates that sales of Itaipava will grow between 5% and 10% in 2016-the same expansion levels of previous years, according to the Executive.