Fermentando ideias: design thinking, sustentabilidade e criação de valor como fundamentos de uma cervejaria artesanal inovadora em Salvador/BA

Abstract

This study aims to develop a business model for a gypsy brewery in Salvador, Bahia, Brazil, grounded in the principles of Design Thinking, Value Creation, and Sustainability. The Brazilian craft beer sector recorded a growth of 489% between 2015 and 2025, rising from 332 to 1,954 registered establishments. Despite this expressive growth, it is predominantly concentrated in the South and Southeast regions of the country, leaving Salvador in a paradoxical position: the Brazilian capital with the highest frequency of alcoholic beverage consumption, where 40.2% of the population drinks at least once a week, but simultaneously the one with the lowest brewery density, with only one registered brewery for more than 2.4 million inhabitants. This antagonism between high commercial demand and low industrial supply configures an underexplored market opportunity, which motivated this undergraduate thesis and the proposal of Sagrada e Profana, a brand registered at the National Institute of Industrial Property (INPI). The business model was developed through systematic bibliographic review, documentary research, and the application of established strategic management tools, including Porter's Five Forces Analysis, the SWOT Matrix, and the Business Model Canvas. The value proposition of Sagrada e Profana is structured around three complementary dimensions: sensory, with the conceptual incorporation of grains of paradise (Aframomum melegueta) as a differentiating ingredient, an African-origin spice with deep historical and cultural connections to Bahia; cultural, with the exploration of the antagonism between the sacred and the profane as the central narrative axis of the brand; and sustainable, with the prioritized use of local ingredients and environmental criteria in the selection of the host brewery, in line with the Triple Bottom Line concept and the cultural sustainability. The economic and financial feasibility analysis demonstrated that the estimated initial investment of BRL 30,740.00 represents less than 2% of the minimum investment required for a brewery with its own industrial plant, confirming the structural advantage of the gypsy model for first-time entrepreneurs. The business is financially viable provided that sales volume reaches the realistic scenario threshold of 500 bottles per month, with an estimated payback of approximately 29 months in the optimistic scenario. The conservative scenario, of 250 bottles per month, results in a deficit operation, evidencing that the accelerated construction of a customer base constitutes a critical factor for the financial sustainability of the business. It is concluded that Sagrada e Profana represents an original, culturally rooted, and strategically grounded business proposal, with real potential to contribute to the development of the craft beer market in Salvador and to the valorization of Bahian cultural identity as an economic asset.