For Carnival 2026, the Ambevthe largest beer manufacturer in the world, is betting on enjoyment in moderation and is focusing its marketing on the portfolio of zero or low-alcohol beers. The Company has seen these labels as an opportunity to promote responsible consumption.
This year’s plan came after the consolidation of the zero or less alcoholic market. The increase in sales of labels in this segment was 65% in the third quarter of last year, according to the company’s open data.
Stella Pure Gold, with a lower alcohol content, recorded an increase of 150% in this period.
In this trend, the manufacturer expands its portfolio and launches an alcohol-free version of one of its most traditional products: Skol Zero Zero.
Offered during São Paulo Carnival through promotions on the company’s delivery platform, Zé Delivery, the expectation is to impact 1 million people. The drink will also be available in São Paulo blocks, with registered street vendors.
The moderate version of Skol joins Brahma 0.0% and other launches that occurred in the last three years, Bud Zero and Corona Cero. “We are giving consumers more options so they can choose the best way to have fun without giving up flavor,” says Ambev’s beer category director, Anna Paula Alves.
In 2024, the production of zero beers had a significant growth of 536.9%, representing 4.9% of all national production, according to data from the Beer Yearbook, according to the Ministry of Agriculture and Livestock.
Consumption can reach up to 885 million liters (almost seven times more than in 2019), according to research by Euromonitor.
Marketing millions at Carnival
The national strategy of placing moderation and balanced consumption on the avenue placed Ambev as the main sponsor of Carnival in São Paulo (SP), Rio de Janeiro (RJ) and Salvador (BA). In the capital of São Paulo alone, the investment was R$29.2 million.
In the first quarter of last year, the growth of zero beers was 40%, and Carnival 2025 was considered by the company to be fundamental for this. Ambev expects the market to follow the trend.
