|
InBev, the world's largest brewer by volume, announced today the global launch of Brazilian beer Brahma spanning more than 15 countries including the United States.
It is the first global beer launch on this scale in the industry, breaking with existing beer paradigms, and the first visible sign of the newly combined companies.
Brahma is packaged in an iconic contoured bottle with an original, visible curve, capturing the authenticity of Brazil.
Other launch countries include the United Kingdom, Canada, Belgium, France, The Netherlands, Russia, the Ukraine, Luxemburg, Portugal, Spain, Greece, Australia, and New Zealand in spring 2005.
The introduction of the world's eighth largest beer brand marks the first major product launch since the combination of Interbrew and Ambev to form Inbev
The announcement was made by John Brock, chief executive officer of InBev.
"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," said Brock during the announcement at New York City's Plataforma Restaurant.
First brewed in Brazil in 1888, Brahma, one of the most famous and best-selling beers in Brazil and throughout Latin America, is also the eighth largest beer brand in the world.
Brahma offers a distinct and exciting taste sensation with a clean, light and refreshing crisp finish with papaya after notes. Unlike any other beer, Brahma does not leave a bitter aftertaste.
Its crystal clear packaging in the swing bottle with its embossed Brahma lettering gently and ergonomically fits into consumers' hands.
The "Rio-flash Red" Brahma brand block on the packaging exudes the passion and excitement of Brazil.
Brahma's bottle is reflective of a popular word in Brazil known as 'Ginga' (pronounced "jinga"). 'Ginga' is a Brazilian philosophy and approach to life fusing creativity and ingenuity and, living life to the fullest with effortless flair. The unique Brahma bottle is designed to allow people to have 'Ginga' in the palm of their hand.
"Brahma captures this Brazilian philosophy and style through its taste and through the bottle itself," said Simon Thorpe, president of InBev USA.
"Marketing support in the U.S. will allow people to experience the authentic Brazil for themselves, with strong on-premise sampling and media support that will deliver the cachet of Brazilian 'Ginga' in a way relevant to how beer drinkers live.
"And of course, the liquid and innovative curved bottle will drive consumers to try the brand. Once people have tried Brahma, there will be no turning back."
Los Angeles, San Diego and Santa Barbara, CA and Miami, and Tampa/ St. Petersburg and Orlando, FL will be the first markets in the U.S. to experience the 'Ginga' of Brahma on June 1, 2005.
New York City, Chicago, Boston and Austin, Dallas, Houston and San Antonio, TX will follow toward the end of June and early July 2005.
Brahma will be available in bars and in retail outlets around the globe starting in April 2005 and in the U.S. in June 2005. In the U.S., Brahma will be available in 12 oz bottles in six and 12-packs.
InBev is a publicly traded company based in Leuven, Belgium. The company's origins date back to 1366, and today it is the leading global brewer by volume.
InBev's strategy is to strengthen its local platforms by building significant positions in the world's major beer markets through organic growth, world-class efficiency, targeted acquisitions, and by putting consumers first.
InBev has a portfolio of more than 200 brands, including Stella Artois, Brahma, Beck's, Skol - the third-largest selling beer brand in the world - Leffe, Hoegaarden, Staropramen and Bass.
InBev employs some 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific.
In 2004, InBev realized a net turnover of 8.57 billion euro (including four months of AmBev).
InBev USA
Formed by the combination of Labatt USA and Beck's North America, InBev USA distributes some of the world's leading premium beers, including Beck's, Stella Artois, and Bass.
As "America's Premium Beer Company," InBev USA offers a portfolio of over 20 international brands, including Labatt Blue and Labatt Blue Light, as well as Rolling Rock and Rock Green Light, both brewed by the Latrobe Brewing Company.
InBev USA is also the #1 supplier of imported draught beer to bars and restaurants throughout the country.
InBev
www.inbev.com
PRNewswire
 |
Subscribe to this comment's feed
The small, coastal town of Condé is located just a twenty minute's drive from João Pessoa, the capital of Paraíba. The Northeast of Brazil has historically been a place of encounter and mixing between peoples. For millenia groups of indigenous people fished, farmed, migrated and sometimes fought along this large, fertile area. 
The Brazilian diplo-MÁ-cia (bad diplomacy) carries on its accelerated course towards the non-acknowledgment of human rights, although sometimes it takes pleasure in saying that it does precisely the opposite. The visit of Iran's president, Mahmoud Ahmadinejad, is another example of a diplomatic omission that verges on hypocrisy. 
On July 4, 2006, representatives of Argentina, Brazil, Paraguay and Uruguay met in Caracas to sign the protocol for the entrance of Venezuela into the Southern Common Market (Mercosur). After two and a half years, the protocol was approved by the legislative bodies of Argentina and Uruguay, and as of now it may be only days away from being ratified by the continent's economic megalith, Brazil. 
Some sectors of the fight against AIDS have suggested that Thabo Mbeki, the former president of South Africa, committed genocide through his absence from the fight against the illness in his country throughout his two terms. 
One hundred and eleven years after Brazil abolished slavery, the number of workers deprived of their freedom is still huge. They raise cattle, produce charcoal, sugar cane or timber. Some of them, most undocumented Bolivians, work in basements of small apparel factories in São Paulo and other metropolis. 
On November 7, 2009 a few friends and I had an opportunity to take a look inside a Brazilian jail outside the city of Rio de Janeiro. We were able to take some amateur footage of our experience on video (see link below). It's no surprise, of course, that the typical Brazilian jail lacks some of the functionality of those in North America or Europe, but our experience that day was quite shocking. 
Depletion of the Amazon Rainforest is not a new concern facing environmentalists, biologists, ecologists, and a growing number of the Amazonian indigenous peoples. For decades they have feared for the fate of the world's most biologically diverse and species-rich hothouse. 
Geisy Arruda made history this week in Brazil, but for all the wrong reasons. What began as a poorly planned fashion statement has become a worldwide tale. Geisy decided to wear a pink mini-dress to her private college in São Paulo state, and after that, all hell broke loose. 
The push of vigilante groups in Rio de Janeiro's favelas (shantytowns) in the last three years is the most important and alarming information of the just-released study by the Rio de Janeiro University's Violence Research Center (Nupev-Uerj). 
A dispute over drug trafficking territory in Rio de Janeiro has intensified lately, leaving in its wake unprecedented acts of violence, such as the downing of a police helicopter in the northern zone of the city on October 17. Three policemen died and another two were injured. This event has drawn the attention of the international media, who are raising the issue of public security for the 2016 Olympics to be held in Rio.
we have a lot of better beers!
BUT, to see BRAHMA to be sold out of brasil for 15 coutries...
ITS SO GOOD! im gonna until drink a brahma now to celebration!!!
renans@budweiser.com