Heineken Expands Ultimate Beer Output in Brazil

Heineken is accelerating the production of its new Heineken Ultimate beer in Brazil following strong consumer demand. Rafael Rizzi, vice president of sustainability and corporate affairs for Heineken in Brazil, reported that output will expand beyond the original plant in Jacareí, São Paulo. Two additional breweries in Ponta Grossa, Paraná, and Passos, Minas Gerais, will begin bottling the beverage.

While Heineken did not disclose specific volume figures, it stated that the Ponta Grossa and Passos facilities will account for 71% of projected Ultimate volume in 2027. First-month sales volume came in more than 100% above projections. The product had been limited to Brazil's Southeast region since its launch in May.

The company decided to bring forward distribution to Brazil's Northeast region to early October in capital city markets, ahead of the original plan for next year. Launched in May, Heineken Ultimate has 97 calories, which is 30% less than the regular version, contains no gluten, and features an alcohol content of 3.5%.

Rizzi explained that the portfolio expansion was enabled by the Passos brewery, which began operating late last year. The added capacity resolved previous production constraints, during which the brewer sacrificed volumes of other brands to prioritize Heineken, and also opened up production space for Eisenbahn.