Skol returned to the spotlight of São Paulo Carnival amid the launch of its “Skol Zero Zero” version. The choice of Ambev () to replace Brahma, the brand that has had the last five sponsorships in the capital of São Paulo, with Skol, has everything to do with the launch of the new alcohol and sugar-free version of the beer.
“We chose to launch the innovation during Carnival, thinking about a strategy that goes far beyond the festivities. The novelty enriches our portfolio of zero beers, which already includes Corona Cero and Budweiser Zero, and democratizes the segment in Brazil, alongside Brahma 0.0”, says the company’s director of experiences and sponsorships, Leandro Mendonça.
For years, the company has been trying to adapt to a generational change in consumer behavior: an increasing concern driven by new generations. In addition to being a drink without alcohol and sugar, which Ambev treats as a pioneer in the market, Skol Zero Zero has only 12kcal in the 350ml can.
“A behavior that illustrates this well is the ‘zebra’, when a person alternates a beer with alcohol and a zero: they continue in the social moment, just adjusting the choice according to the occasion. This shows that it is not about substitution, but about expanding the consumption repertoire”, says Mendonça.
The event that kicked off Carnival for the brand last Sunday (8), however, was marked by riots and confusion due to the capacity of Bloco Skol. People feeling sick, pressed against concentration bars and climbing to escape the crowds were some of the scenes recorded in the revelry organized by the company.
The company continues to hold exclusivity in the sale of drinks by street vendors registered for the São Paulo Carnival in 2026 due to the sponsorship of R$30.2 million to the city hall and has blocks and activations scheduled for the coming days.
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Other factors such as the “historical connection” with the São Paulo Carnival, where the brand was until 2020, and an investment notice for leagues and independent blocks, led to the decision for the label in the city.
Carnivals in Rio de Janeiro and Salvador are also sponsored by Ambev with the Brahma brand. Between street blocks, boxes, private parties and samba school parades, the company has more than 33 thousand registered vendors and direct support for more than 200 blocks in the country. In São Paulo and Rio de Janeiro, support for blocks grew 160%.
These are places where Ambev has exclusive rights to sell drinks. In other cities, such as Belo Horizonte, Recife and Olinda, the company says it “supports operations” in private parties, cabins and specific blocks.
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“In Rio de Janeiro we have Brahma, a brand that was born in Sapucaí and has its history intertwined with the evolution of Carnival itself and comes to transform Carnival into the greatest tool of national unity, rescuing the belief in the Brazilian National Team and positioning the brand as the bridge between the festivities and the World Cup”, explains Mendonça.
Another ready to be ingested, represented by Beats, to attract the young adult audience. Each year, a new flavor of the drink is launched at carnivals — in 2026, the chosen flavors are Green Mix and QG Beats. The launch takes place this year in Salvador.
