Heineken, Just Heineken: the differences between Brazilians' favorite beer

Why does Heineken taste like only Heineken has it? To answer this question, we were invited to visit Inside the Star, a visit to its brewery in Jacareí (SP), to immerse itself in its 150 years of history and differences.

During the tour we learned about the ingredients and production processes, and learned about the sustainability projects developed by the brand. Come with us on this discovery?

Heineken's differences

Heineken's tradition and iconic flavor come from its simplicity, quality and dedication to the production process, which is highly controlled and goes through a series of stages both inside and outside Brazil.

“There are some secrets that make Heineken what it is. Starting with its production process, which is unique and of the highest quality. Furthermore, the use of natural ingredients, such as water, pure malt, hops and the iconic A yeast, exclusive to the brand, contributes to the unmistakable aroma of Heineken, in addition to being produced with green energy”, says Maurício Giamellaro, CEO of the Group Heineken in Brazil.

At the right temperature, the unique yeast A is added, thus starting the natural fermentation process that converts sugar into alcohol and CO2. “This yeast propagates more positively when it is in our exclusive horizontal fermentation tank, which allows fermentation without pressure and with more quality for the yeast to relax, resulting in the unique flavor”, highlights Giamellaro. The production, careful and controlled from start to finish, guarantees an exclusive and premium beer.

Green energy* is also a key ingredient in Heineken beer. Therefore, since 2020, its production has been carried out using renewable energy. “We are working so that by 2030, 50% of Heineken points of sale in 19 capitals will also have renewable energy”, highlights Beatrice Jordão, Senior Marketing Manager at Heineken in Brazil.

Commitments to sustainability

Aware of the theme, the company has the Green Your City platform, which combines culture and sustainability, and brings a series of initiatives for nightlife, the cultural scene and the redefinition of urban spaces. Through several initiatives, Heineken intends to bring a new perspective to ways of discussing environmental impact, with brand experiences and an invitation to reflection. Increasingly aligned with the principles of sustainability, in addition to green energy*, the company has big goals and has been working hard to achieve them by 2030:

• Circularity: 80% of Heineken® glass packaging will be circular. The brand intends to implement a packaging system, including for long neck bottles;

• Microforests: in partnership with the Floresta de Bolso project, Heineken® will implement urban microforests in 19 capitals of the country by 2030. The first was delivered in Rio de Janeiro, in the Olympic Park and the second is being delivered in São Paulo, in Marginal Tietê;

• Responsible Consumption: multiply efforts for effective transformation, in order to end the relationship between alcohol consumption and driving.

Green Energy* = clean energy.

Overview of the beer market in Brazil

The country occupies third place in the ranking of the largest beer consumers in the world, according to the report by Kirin Holdings Company. Also according to the study, in 2022 Brazilians consumed around 14,550 kiloliters of the drink, which corresponds to 69.7 liters per person.

Another survey, this time carried out by Kantar, a world leader in data, insights and consultancy, shows, for the second year in a row, that Heineken is the most loved beer in Brazil. “The explanation for this preference lies in quality and freshness, which are very present. And all of this is the result of natural ingredients and the exclusive production process”, says the CEO.

Since the first quarter of 2021, when it surpassed all others in the category, the Dutch brand has maintained this position. The preference translates into sales: Brazil represents Heineken's largest volume in the world.

It is also worth highlighting that Brazil is considered a model for the headquarters, which constantly recognizes the Brazilian operation with annual quality awards.

Another very important legacy of the Heineken brand for the Brazilian market is Heineken 0.0, the zero-alcohol version of the country's best-selling premium beer.

Inside the brewery

If you also want to know a little more about the brand's differences, enjoy sensory experiences and understand why Heineken tastes, only Heineken has it, in a playful and Instagrammable space, Inside the Star is open to visitors over 18 years old . Just access the site and guarantee your ticket to this incredible experience.