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Brahma now in Canada
Source: Press Release

Brasil is currently gaining increasing interest around the world, and at just the right time Brahma® offers Canadians a taste of Brazilian culture — a culture where people approach life with effortless flair or, as Brazilians say, ‘ginga’ (pronounced ‘jinga’). Ginga is an attitude and lifestyle which is all about having an optimistic and creative approach to life. It is in the way Brasilians walk, the way they move, the way they play football, and in everything they do… and now it is in Brahma®.

Now Brahma is in Ontario, soon to be one of Brazil's hottest imports to Canada!!

Rather than just a new brand for Canadians, Brahma® brings an entirely new experience and an exciting new attitude to the category. Its taste is light and refreshing, and has a clean and crisp finish with a papaya after-note. The curved bottle with embossed Brahma® lettering gently and ergonomically fits into consumers’ hands. The design exudes modernity, sophistication, and creativity and the “Rio-Flash” color of the Brahma® brand block exudes all the passion and excitement wrapped up in Brasil, while respecting Brahma®’s roots which trace back to 1888.

The brand will be packaged in an iconic, contoured bottle with an original, visible curve or sway. Brahma® captures the authenticity of Brasil and aspires to bring the Brasilian attitude and lifestyle to consumers worldwide. Brahma will break existing beer paradigms, and is a strong visible sign of the power of the combination of Interbrew and AmBev as InBev.

When InBev announced the combination between Interbrew and AmBev on March 3rd, 2004, the company also announced that there would be important synergies as a result of bringing the two companies together: a pre-tax total of 140 million euro of annual commercial synergies by 2007. The selling of Brahma® outside of its home market is expected to contribute 30 million euro by the end of 2007.

John Brock, InBev CEO, said: “Only seven months after the two companies combined we experience today a very strong visible and tangible sign of the collective strength of this new exciting company. This global launch leverages our strengths and global breadth as the biggest brewer in the world to deliver a proposition that lives up to being the best in the world.”

InBev’s Chief Commercial Officer, Brent Willis said, “At the heart of everything we do as a company is the consumer, and this launch epitomizes that approach.
Consumers around the world may not be waiting for another beer, but we know that they all need a bit of Ginga!”

Brahma® (4.8% ABV) will be available in outlets in Toronto as early as April, and will be rolling-out to markets around the world throughout 2005. The brand will be marketed with a range of communication materials including music CDs, television advertising in multiple languages and styles, expansive display and point-of-connection materials, print, outdoor, Internet, and other relevant consumer-connection mediums.

To deliver Brasil to the world, Brahma® teamed up with Brahma® Ambassadors, a collective of Brasil’s most inspirational creative talents. They include: André Szajman and João Marcello Bôscoli, Founders of Trama, the largest independent record label of Brasil; Emanuela Carvalho, Fashion Stylist, Journalist & Lecturer and Speto, an exciting artist within the Brasilian contemporary art scene.