Heineken will produce barrels of beer in Brazil

During the unit''s reopening event of Ponta Grossa (PR) today (03/08), Didier Debrosse, President of Heineken in Brazil, announced that Brazil will be the first country, in addition to the Netherlands, to produce the line DraughtKegs-five litres of beer barrels that can be taken home by consumers. This is technology developed and patented by manufacturers. Through an internal CO2 cartridge, the beer is taken under pressure until the last glass, leaving the creamier drink.
According to Erwins Rosens have very, Vice President of the company''s supply chain, the Brazilian habit is changing fast. "The DraughtKeg is part of the Repertoire of special moments of Brazilians and has won more and more supporters," he says. "For the consumer, as have draft beer at home", he adds.
The President of the company in Brazil, Didier Debrosse, the production of barrels in the country will give greater flexibility to the company. "It will be easier to sell, because the costs were lower," explains the Executive. According to him, the manufacturer is worried about the economic crisis. "But less than our competitors," quips. "We believe in the potential of the country and the market of beer."
With an investment of 400,000,000 R$, the installed capacity of the Eldoret plant production went up 40%, reaching 400,000 hectolitres/year of beers. Of this total, 200,000 refer to the DraughtKegs line. "When we acquired the Femsa Cerveza in Brazil, in 2010, the breweries were equipped only to produce the traditional portfolio of packaging and were located outside of our streets-focus. Since then, the company has been adjusting its supply chain to increase its presence in the country and become highly competitive, especially in the premium market, "explains Rosens have very, Vice President of supply chain.
According to the company, the fast-growing premium beer, the recent consumer demand for diversity of packaging and the need to produce closer to key markets, in order to reduce costs, have led the company to expand its strategies in the Country. "We started to produce Heineken brand in three of our breweries, we increase the variety of packages and develop a more assertive portfolio that meets the preferences of our consumers," adds Rosens have very.