Brahma launches World Cup beer grown on pitch

24th February, 2014 by Lauren Eads

Anheuser-Busch InBev is to launch a limited edition of its popular Brahma beer made from barley grown on a football pitch where Brazil’s World Cup teams have trained for decades.

brahma-seleção-especial-copa-do-mundo

In a unique homage to the 2014 World Cup, the world of football and beer will come together to create Brahma Selecao Especial, a beer made from barley sown on the pitch of the Granja Comar training centre, according to a report by advertisingage.com.

Granja Comary is considered sacred ground to Brazilian soccer fans and one of the two iconic symbols of Brazilian soccer, along with Rio de Janeiro’s Maracana stadium, which Sergio Gordilho, CEO of Brahma agency Africa, said inspired the idea of making a commemorative beer grown from barley sown on the field.

The pitch is not usually available for growing a crop of barley, but in a stroke of luck the Brazilian Soccer Confederation was remodelling its headquarters at the Granja Comary, with the training centre going unused.

Africa Lab, the agency’s innovation and product development unit, and AB InBev’s agronomists and brewers, spent two months preparing the soil to raise a crop of barley which was then harvested to make the beer.

Brahma Selecao Especial will be sold in Brazil from March, three months before the Brazil World Cup, priced at around twice the price of regular Brahma beer.

Luiz Felipe Scolari, the Brazilian football team’s, took a personal interest in the project fixing a camera to record the barley growing.

A more expensive version consisting of 2,014 bottles, each bearing a number between 1 and 2,014, can be pre-ordered at Brahma’s Brazilian website.

A few numbers have already been allocated with bottle No. 1 destined for coach Luiz Felipe Scolariil, No. 9 for Brazilian footballer Ronaldo, whose number 9 soccer jersey has been retired, and team captain Thiago Silva who will get No. 2,014.

The campaign will also include commercial, print ads, extensive point of sale, and videos about the project. The agency also developed the distinctive black can with lines in green and yellow, Brazil’s team colours.

Brahma is a Brazilian beer, originally made by the Companhia Cervejaria Brahma which was founded in 1888, and is now owned by Anheuser-Busch InBev.

Anheuser-Bush InBev produces 400 million hectolitres of more than 200 beer brands with “Brahma” currently the ninth top beer brand worldwide and the sixth biggest in the company after Bud LIght, Budweiser, Corona, Skol and Stella Artois.

No Responses to “Brahma launches World Cup beer grown on pitch”

  1. Bernardo says:

    “Barley”. “Sacred ground”. Yeah, right.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

On-Trade Channel Manager

Delegat Europe Limited (UK)
London / Midlands, GB

Trade Marketing Analyst

Delegat Europe (UK)
London, GB

Key Account Executive

Delegat Europe Limited (UK)
London / Midlands, GB

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

Regional Account Manager

New Generation McKinley
London, UK

The Global Merlot Masters 2017

Deadline : 31st March 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more