Sofia Prata

1. Share with us your journey at Heineken.

6 years have passed since I’ve joined Heineken Portugal, through a trainee program which reflects just fine how this journey has bee: Unforgettable Journey. 

I started has commerce trainee and during 2 years I had the opportunity to contribute for different areas of our company as category management, water trade marketing and beer trade marketing in the on trade, where I had contact with different stakeholders, projects, challenges and where I was able to develop a stronger business vision. 

From that period, it was given me the challenge to work our main local brand, Sagres, in different ways, first as junior brand manager for export but also supporting local market, and now being part of OnTrade Trade Marketing team, helping to build our brand in the out of home channel. 

Recently I’ve been given the chance to become a beersommelier so I can help spread beer culture among our clients and consumers. 

2. What do you consider to be the biggest challenge you have (or have had) in the company?

Working in such a dynamic environment as FMCGs brings many different challenges along the way, but for me there is one that is always present: to have the agility as an individual, as a team and as a company, to address prompt and efficiently to the challenges of this market. 

3. What is the best advice you have ever been given?

We have only 2 ways to look at what we do: either we do things well or we learn from it. 

4. If you were a beer brand, what name would you have and how would you describe yourself?

Plata would be my beer name and Milk Stout would be my beer style. I really appreciate this beer style and believe we have many in common with strong personalities: dark color, average bitterness but with sweet notes, full bodied but with creamy texture. 

5. How would you describe our company in one word?

People