Grupo Petrópolis doubles participation in the Northeast

Even after the retraction of the national beer market in the first quarter, the grupo Petrópolis, owner of the brand Itaipava, predicts an increase of over 35% in its turnover this year to almost $ 12 billion. The company is reaping the fruits of investment in two new factories in the Northeast, which together virtually doubled its production capacity in the country. The company inaugurates today (17/4) its second plant in the region-the first was in Alagoinhas (Bahia)-in Itapissuma (PE).
The unit is the seventh in the Group's operation, received an investment of $ 600 million and has a capacity of 600 million gallons a year. Since last year, the factory was producing some product lines, which was enough to raise the market share of nearly 20% Itaipava in Pernambuco. The performance in the State, where 8 of its 49 distribution centers in the Northeast, surprised. And helped the group achieve 13.7% stake in the region in March, according to data from Nielsen. A year earlier, the Group's share in the region was 6.1%.
Eliana Cassandre, advertising manager of Grupo Petrópolis, does not rule out the need for a new plant in the Northeast, if the performance of the company in other States follow the rhythm of Pernambuco. "We're filling in blank areas where we were not yet present. Why is growth so fast. The important thing is to have the product available on the shelves, "he says.
The company plans to achieve 20% stake in the whole Brazil until 2020. In the last two years, when he raised his two factories in the Northeast, the Group invested more than $ 3 billion in production capacity, marketing and distribution in the country. This year, the investment must be in R $ 771,79 million, says Eliana. There is, however, an increase of 8% in resources to marketing. "Let's make a specific campaign in the Northeast for the São João, with focus in Bahia, Pernambuco and Paraíba. Beer volumes sold this time of year in the region are equivalent to that of Carnival, "he explains.
Eliana designs stability in volumes of beer produced by all industries in Brazil this year about 2014. From January to March, according to the CervBrasil (Associação Brasileira da Indústria de Beer), there were 4 indentation%, compared to the previous year. "The second half is still quite undefined. For now, what we realized is that the consumer is holding the bag, "he says. According to the Executive, the strategy to deal with the challenging scenario is to understand the needs of each consumer.
In Pernambuco, the company has identified that there is a particular preference for 473 ml packaging, better known as brass. In Bahia, where the market share of Petrópolis is 16%, sales of Tin from 269 thousand stand out. For now, the company has focused on the distribution of Itaipava in the region. brand With the full operation of the new plant in Itapissuma, the company plans to launch the brand Crystal, with positioning in a lower price range. In addition, by the end of the year, the Group intends to bring to the Northeast the TNT energy and distribute brands British SABMiller, with whom the group signed a partner last year.