AS INDÚSTRIAS DE CERVEJAS E REFRIGERANTES E SUAS PARTICIPAÇÕES NO PROCESSO DE INTEGRALIZAÇÃO DO TERRITORIO BRASILEIRO

Abstract

The first Antarctica and Brahma breweries were opened in the end of the 19^th century mark the beginning of large-scale brewery production in Brazil. Half a century later, the production of soda is boosted with the arrival of the multinational Coca-Cola in the country. The company launches with new ways of industrial organization such as the franchise system. Mergings and acquisitions continue to grow, these are consequences of the high costs of distribution, advertising and machinery. Thereby, few large economic groups form an oligopolistic market model with peculiar characteristics until then evident in competitive markets, such as price warfare and product homogeneity, the latter being more evident among beers. In this context, the existence of many distribution centers in the Brazilian territory contributes to making this industry an integrating agent of the territory. Simultaneously, large economic groups also show the importance of the participation of international capital in the decisions of the largest Brazilian industries. The objective of the work is detailing how the productive chain of beers and soft drinks production is inserted in the integration of the Brazilian territory, so it is important to study its main representatives, the evolution of these industries, as well as the relations.