No craft brewery, international, independent, built in Brazil, because the model is produced, requires a large-scale production, the quality control is centralized, and the trade agreements do not align with the values and strategies of these brands.
Brazil is one of the largest consumer markets in the beer world, and there’s a scene of handmade, vibrant, and growing. However, up to now, no brewery, craft international, independent, such as BrewDog (Scotland), Mikkeller (Denmark), the Founders (United States), Hill Farmstead (UK), has been officially established in the country. The arrival of these brands is in batches and limited, typically distributed by importing the special, and the prices are high, and availability is limited.
The main reason for this is that these breweries can be beneficial in controlling their production. They want to keep their recipes, processes, and identity in our factories, to the original, avoiding the outsourcing or licensing of industrial applications. Production in Brazil would require you to give up a part of this control is to adapt to local inputs and rely on structures that do not always guarantee the same standard for the senses. Brands that position themselves as authentic, independent, and traditional, so there is a risk that is not worth the risk.
In addition, the licensing model in Brazil is dominated by large groups, such as AB InBev (the Heineken brewery in Brazil and Grupo Petrópolis. These companies have the capability of manufacturing on a large scale, and has manufacturing several international brands that were born out of how to craft — how to Goose Island, Blue Moon, Leffe, and Hoegaarden, but today it belongs to the clusters of the global markets. These marks remain on the original recipe, but they are not independent. For the license, if this is the case, it’s a business strategy; it is not a partnership in hand.
Another important factor is the cost and bureaucracy. brewing in Brazil, and involves dealing with complex regulations, high taxes, and logistics. So, a brewery, a small, independent, and this is a big investment with a return in the air. On the market, while promising, is still dominated by the big brands, and it requires aggressive strategies for the distribution and marketing — something that a lot of the craft to the international market are not willing to do.
There was a collaboration point between the brewers in Brazil and in foreign countries to be independent. The Dogma has already made a collab with BrewDog; Wäls with Mikkeller, and Hill Farmstead; Medal with Stone Brewing. But it’s these partnerships that result in a limited edition, not in a continuous operation. They can be used as a trade in the creative and cultural rights, thereby strengthening the connection between the markets, but without any additional action by a licensing or making on a regular basis.
In summary, none of the handmade items, regardless of whether the manufacturers in Brazil, would compromise their core values. The model of the production site requires concessions, but these marks are not willing to do so. They want to maintain their authenticity, even if it means being in the present, in Brazil, by way of imports, rare, and expensive. For the customers in Brazil, it is a reminder that not all of the ale international, available here, is handmade in truth, and not all of the craftsmanship of truth is available here.
By: Maria Anita Mendes
References.
The unique challenges of the market and boutique breweries – Investing out There
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Similar issues of Big Brew squeezing out Micro Brew for shelf-space, pub taps & distribution happen all round the world & are not specifically a Brazilian issue.
Interestingly BrewDog would be seen as a ruthless company shutting out smaller breweries in the UK due to their control over pubs & distribution contracts.
It’s a common theme & highlights the struggles small breweries go through to succeed.
I agree, I know this isn’t an issue exclusive to Brazil. It’s a global challenge that small breweries face when competing with larger players for shelf space, taps, and distribution. Each market has its own nuances, but the underlying pressure is very similar everywhere.