Heineken is optimistic about Praya beer and expects sales to increase by 57% in 2026
On April 1st, it was announced that Heineken Group has launched a new initiative to transfer the production of its gluten free light beer brand Praya to its factory located in Jacaray, S ã o Paulo, Brazil. This change, which will be implemented by the end of 2025, marks a clear strategy for Heineken Group to expand its scale and improve logistics efficiency, and has set a goal: Praya beer production is expected to increase by 57% by 2026.
With the centralization of operations, Praya Beer is expanding its business beyond traditional markets in southern and southeastern Brazil, covering new states such as Para, Maranh ã o, Bahia, Sergipe, Alagoas, Para í ba, Pio í, Cear á, and Pernambuco. This move indicates that the company is attempting to promote the Praya beer brand to the Brazilian national market and explore new consumer markets.
This expansion comes at a time when the brewing industry is facing challenges. According to the Brazilian Beer Association's forecast, sales of Brazilian eoe beer are expected to decline by 5% by 2025. Worldwide, Heineken's own sales have also decreased by 1.2%, which has had an impact on the company's business structure.
However, the focus on high-end and differentiated products indicates a shift in consumer behavior. Brazilian consumers are enriching their choices and opening up space for new products in this category, "said Rafael Rizzi, Director of Heineken Spin.
Praya beer is part of this strategic plan. This brand belongs to the Spin division of Heineken, which is committed to innovation, sustainable development, and new consumption models. It was established by Heineken in collaboration with the Better Drinks Group, which owns brands such as Mamba Water and Bear Mate.
In addition to expanding its market presence, the brand has also updated its visual image, highlighting its "gluten free" feature. This repositioning aims to attract consumers who value innovative products in the beverage industry.
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