Today, it is even more necessary to have certain care in communication, truth and purpose as the basis of all content.
Grupo Petrópolis takes its name from one of the main mountain regions of Rio de Janeiro, a stronghold of important passages in the history of Brazil. It started its operations there in 1994. Today, it employs around 500 employees, who produce the Itaipava, Petra, Crystal and Lokal brands, distributed in five states.
But the connection is not just in the name. When the city of Petrópolis was devastated by rains last February, the brand donated around 11,748 liters of water and 20 bales of TNT Energy Drink. Part of the fleet helped with the delivery of products and the company also provided a tent and pallets to store food.
With the GP com Você social project, it also supported 338 establishments with subsidized products from the Itaipava 100% Malte brand.
In 2020, at the beginning of the Covid-19 pandemic, the program had already supported more than 40,000 businesses in five locations. The aid totaled around R$40 million, including infrastructure, payment of late bills and salaries, “giving breath and a fresh start to many people”, recalls Naiara Brugneroto, marketing coordinator at Grupo Petrópolis.
From social to awareness, there is the Saber Beber project, launched in 2017 to encourage responsible consumption through activities, actions at events and communication with specific audiences. The commitment focuses on brand management, which follows market movements to also reduce the objectification of women, a striking feature in beer advertising for decades. “Valuing and respecting women is a priority issue”, guarantees Naiara.
Today, the collaborators participate in all stages of production of the group’s beers. “From the factory floor to the company’s vice-presidency”, says Naiara. The adhesion of women to the beer market grows with the emergence of sommeliers, brewers, homemade producers or passionate about the drink, who multiply throughout the country and gain prominence.
In October 2021, Grupo Petrópolis launched Black Princess FemAle, produced only by the company’s women, from mashing to bottling, with the purpose of combating domestic violence. The sales of the first batch were donated to the NGO Tamo Juntas, a social organization made up of professionals who provide free advice to women in situations of violence and social vulnerability.
“Our role is to be attentive to the evolution of customs. We need to bring the debate. Today, it is even more necessary to have certain care in communication, truth and purpose as the basis of all content”, comments Naiara. Putting the consumer at the center of efforts means extending the territory of the summer to Itaipava fans, having Brazilianness in Petra’s motto, taking stories not told by Black Princess and traveling in the environment of gamers and technology with TNT Energy Drink. WMcCann, BETC Havas and VMLY&R are the agencies working for the group.
The company does not reveal numbers, but shows a thirst for results. It has launched 12 products in the last two years, even in the unstable scenario of the pandemic. One of the most recent is Cabaré beer, but the flagship is Itaipava Pilsen. The forecast is to adapt to the resumption to strengthen a portfolio that already has more than 30 items aimed at the most diverse consumer profiles.
