With its zero and “Ready To Drink” labels, Ambev’s Carnival () in 2025 gives signs about changes in the beverage market. The company expects to expand the supply of products at festivities while consumers have been looking for more alcohol and sugar and smaller brands gain the heart of street blocks.
This year, the global giant of the beverage sector is sponsoring some of the main carnival squares throughout Brazil. Back to the ascending Carnival of Belo Horizonte, also supports the Folias in Rio de Janeiro, Salvador and Sao Paulo.
“This presence reflects in a range of 50 million revelers that should enjoy the street carnival with our brands,” said Ambev’s director of events and experience marketing, Leandro Mendonça, in an interview with Infomoney.
Three beverage brands are at the center of the company’s strategy for the 2025 Carnival: Brahma, Beats and Guarana Zero stamp more than 130 blocks across the country. Zé Delivery, the company’s delivery application, is another priority arm in carnival advertising.
Ready to drink at Carnival
The Beats line was one of the pioneers of the “Ready to Drink” segment (ready to drink, in free translation) at Brazilian carnivals. A few years ago, however, she has faced a fierce competition and Heinekein launch their drinks, and an enterprise like Minas Gerais Mate takes the taste of revelers year by year.
Born in Belo Horizonte, the canned mixture of rum, mate, guarana and lemon fueled the Brazilian market with 6 million cans this year, 1 million more than last year and six times the number of 2023, according to a report by Infomoney.
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Distribution power does not equate to Ambev, but it is easy to find BH, Sao Paulo and Rio de Janeiro revelers questioning Ambev -sponsored street vendors: “Do you sell mate?”.
“We are investing strongly in this segment, both in terms of innovation and marketing actions aligned with consumer trends,” said Mendonça. “Data and active listening show us that the category has become increasingly relevant in our portfolio. Beverages like Beats have stood out, especially during important seasonality in Brazil, such as Carnival. ”
The tradition is that Ambev Lance to the market a new flavor of beats for each carnival. This year, the company bets on Red Mix, a “refreshing mixture of citrus notes and red fruits aroma”, under a strong campaign for the disclosure of Beats singer and Creativity, Anitta.
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“During last year’s Carnatal, one of Brazil’s largest out -of -season carnivals, we had the opportunity to introduce the product to some stakeholders, and acceptance was so positive that we decided to advance the arrival of beat Red Mix to the market,” Mendonça said. The singer was one of the festival’s attractions with her “Anitta rehearsal”, sponsored by the ready -made drink brand at 12 cities.
The brand is also on the artist’s electric trio in Rio de Janeiro, the same city where he supports the Auê Festival and the Favorite Block. In Salvador, the activation will be the Beats Tower, schedule with local artists next to the Barra Lighthouse.
The importance of the drink line for Ambev yielded until the emergence of a specific creation division for the segment, baptized Beyond Beer (beyond the beer). The unit accelerated the process of developing a new drink by 4.5 times, reports the company.
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Carnival without alcohol and without sugar
Not even one of the busiest dates on the Brazilian holiday calendar escapes the increasing propensity of consumers – especially young people – to ingest less alcohol.
According to Ambev, this will be the largest year for Bud Zero and Corona Cero brands. “In all the cities where it sponsors and enables the party, street vendors will be able to include one or the other for sale,” said Mendonça.
“The news reflects Ambev’s strategy to insert beer without alcohol to expand not only the portfolio, but also to enable the consumer to have more options on consumer occasions,” says the executive. Faced with one, Ambev has observed a relay behavior between zero and traditional beers as a moderation strategy.
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The balance sheet published by the company last Wednesday (26) revealed a 20% growth in the line of beers without alcohol in Brazil in 2024.
In the field of soft drinks, another zero option – this time in sugars – is a bet for the company’s marketing sector at Carnival. Guarana Zero, whose growth in 2024 was 50%, is in the blocks when she eats Laguza, Lagum and Lamparina, in Belo Horizonte. In Rio de Janeiro, it appears in the Vagalumee and artist Ludmilla blocks. Also sponsors, activations at “Our Camarote” in Sapucaí.
Brahma sponsors Carnival do Rio e Camarots
One of the brewery’s boss cars, Brahma follows as the official sponsor of some of the main cabins around Brazil. It will be 12 in total, including Brahma Salvador Camarote, the Bar Brahma Camarote in São Paulo and our box in Rio de Janeiro.
The brand is also the Master sponsor of Rio Carnival, through a partnership with the Independent League of Rio de Janeiro Samba Schools (Liesa). The sale of the main advertising package of the Rio Carnival brand was part of a marketing strategy structuring movement promoted by the League in Rio de Janeiro.
“As a result of this partnership, we are present in the most important moments of Rio Carnival. The cans in honor of the special group’s samba schools are the highlight of the year, ”says Mendonça. The executive maintains a secret about “a special surprise” for the parade of samba schools of the Special Group of Rio de Janeiro: “Brahma will pass the avenue, with an opening parade that will bring its carnival campaign to real life.” To see.
