Present in bars and parties, Heineken® reinforces the connection with Northeastern culture. Disclosure The Northeast occupies a special place in Brazilian culture. From music to meetings in bars, from popular celebrations to gastronomic experiences, the region has a strong tradition of coexistence and socialization. In this territory marked by being together, Heineken® has been strengthening its connection with consumers. A survey of more than 20,000 consumers proved that Heineken® is today the beer brand most remembered by consumers in the Northeast*, consolidating its presence in one of the most important regions for Brazilian culture and consumption habits. Recognition accompanies a movement that goes beyond the preference for a drink. In recent years, beer has occupied a space increasingly linked to the creation of shared moments. In the Northeast, where parties, music and celebrations are part of the cultural routine, this relationship gains even more strength. At the same time, consumers began to value attributes linked to quality, flavor and consistency, increasing interest in brands that achieve these attributes for cultural identification. The Northeast as a meeting ground The relationship between the Northeast and moments of socialization helps explain the region's relevance for building brands linked to coexistence. Whether at outdoor gatherings, parties, shows or bars, consumption is often linked to the appreciation of moments of celebration. With a background in music, entertainment and sport, Heineken® has built a strong bond with these moments, becoming increasingly present in occasions valued by people from the Northeast. This movement follows a broader trend of premiumization of consumption throughout Brazil, in which the combination of attributes such as flavor, authenticity and consumption experience began to have greater weight in consumer choices. How do Heineken® credentials reinforce beer preference? The strength of the brand in the Northeast is also linked to the consistency of the beer over time. The Heineken® recipe has remained unchanged for over 150 years, maintaining the global quality standard that has made it recognized worldwide. Produced with pure malt, without corn, rice or additives, the beer uses only four ingredients, all natural — water, barley malt, hops and yeast — and a controlled production process to guarantee standardization and quality in different markets. One of the main differences is the exclusive Yeast A, developed in the 19th century and responsible for the balanced flavor characteristic of Heineken®. The fermentation process takes place in horizontal tanks, a technology that expands the yeast's contact area and contributes to the consistency of the liquid. Furthermore, the brand also invests in production processes linked to sustainability, using green energy** in its operations. This combination of tradition, innovation and quality control helps explain why Heineken® maintains a strong presence in the imagination of Brazilian consumers, especially in a region as connected to the collective experience as the Northeast. To learn more about the brand and its history, visit the Heineken® website. * Source: Kantar Insights do Brasil – BGS Beer 2025, held between January 2025 and December 2025, with target audience: 20,348 consumers, Men and Women, 18 to 65 years old, ABC classes, national sample, who have consumed beer in the last month. ** Green energy = renewable electrical energy Content produced for +18. Enjoy in moderation. Product intended for adults.