FutureBrand

Brahma

A beverage with effortless flair.

After AmBev and InterBrew merged, the newly formed InBev wanted a third global beer brand in its portfolio to sit alongside Stella Artois and Beck’s to symbolize the success of the merger.

With the increasing trend toward lighter specialty beers, InBev wanted to launch the Brazilian brand Brahma globally to compete with the likes of Corona, Budweiser and Heineken.

FutureBrand created a new brand identity and packaging based on the creative idea of ‘effortless flair’ that captured the Brazilian energy, passion and creative spirit known as “ginga.” This included structural design of an ergonomically contoured bottle to reflect the rhythm and fluidity of Brazil. The design specification ensured that the curved bottle could be produced without alteration to existing production lines, and removal of the label achieved significant production cost savings.

Previously a local market brand, Brahma was launched simultaneously across the globe in key territories, including the US, Canada, Russia, China, Italy and the UK. Volume in Brazil grew by 5.1%, and volume outside Latin America increased by 48% in its first year.