InBev announces the global launch of Brahma

23/03/05 InBev, the world’s largest brewer by volume, announces the global launch of Brahma. The launch spans more than fifteen countries in markets all around the world. Not only is a global launch of this scale unique in the consumer goods industry, but the brand and its approach is claimed to be very different than any other beverage.

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.

Rather than just a new brand, 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.

Brasil is currently gaining increasing interest around the world, and at just the right time Brahma offers a taste of Brasilian culture —a culture where people approach life with effortless flair or, as Brasilians 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.

Brahma (4.8% ABV) will be available in outlets as early as April, and will be rolling-out to markets around the world throughout 2005.