Goal: Understand the environmental impact of brewing industry activities in Brazil.
 Design/Methodology/Approach: Discusses the model of production and consumption tied to the brewing market within the environmental debate. By bibliographical research, qualitative approach, case study. The case study data was collected within a three-month period on Ambev’s sustainability program analysis.
 Limitations: Enterprise’s confidentiality. Some documents could not be reached.
 Results: This study clarify that Ambev’s sustainability program does not meet its own objectives and statements as it does not effectively contribute to sustainability.
 Practical Implications: This article’s value resides in revealing Ambev’s greenwashing strategies deepening the effects of environmental crisis worldwide.
 Originality/Value: This study arises a critical thinking regarding big companies sustainability initiatives lacking real environmental concern.