Petrópolis invests r $ 2.2 billion in NE

Petrópolis brewery will invest about r $ 2.2 billion in the Northeast over the next five years. Of this amount, r $ 1.2 billion will be for two new factories and $ 1 billion for the construction of 86 distribution centers in Bahia, Pernambuco, Piauí, Rio Grande do Norte, Paraíba, Ceará and Maranhão.
Today, the Petrópolis inaugurates its first factory in the Northeast. The new unit, located in the town of Alagoinha in Bahia, received an investment of $ 600 million and will have capacity to produce 6 million hectolitres per year.
According to the company, were consumed only in Bahia 200 thousand hectolitres of beer Itaipava brand, between the months of August and October period when the new factory still operate partially. From then on, the market share of Petrópolis practically doubled, from 0.5% to 0.97%, according to data from Nielsen.
The Petrópolis is also building another factory in Itapissuma, situated 45 km from Recife, which should be ready in May of next year. This unit in Pernambuco will have the same capacity and in Alagoinhas factory will also receive investments of r $ 600 million.
The two plants in the Northeast will increase by 48% the production capacity of Petrópolis. One of the differences of these factories are the German equipment company, Krones AG, which enables the use of 3.3 litres of water for each liter of beer, the proportion reached by international industry tip factories, according to Petrópolis.
One of the strategies of the brewery to strengthen its presence in the market of the Northeast are the sponsorships. Two football stadiums in the region have been baptized with the brand of beer: Itaipava Arena Fonte Nova (Salvador) and Itaipava Pernambuco Arena. The Petrópolis is entitled to imprint the name of your beer by 10 years, extendable for a further 20 years.
"We chose football, one of the Brazilian passions, and have put together the beer, another national passion, to create permanent links with the Northeast," said Douglas Costa, Director of the Grupo Petrópolis, in a note. In addition, football stadiums receive brewery sponsored events such as music concerts, among others.