Breweries vie for consumers in Rio de Janeiro

In passarela do samba in Rio de Janeiro, major brands of beer market invest in cabins, marketing strategies and promotions to woo more consumers in the summer, the time of peak sales and higher investment in the market.
The brand Devassa, Brazil Kirin Group is the fourth time the official beer of the samba school parades in the Sambódromo, where has the exclusive sales of the product. Prior to this, the Nova Schin occupied this space.
In addition, it has in the Sambadrome the Wanton, cabin Space to about 750 people a day without citing figures, the Marketing Director of Kirin Brazil, Maria Inês Murad, said that the bulk of resources for your area is paid during the Carnival and summer.
Last year, the company's marketing budget was $ 300 million. This year, keeping the values in secrecy as the Kirin Group, a publicly traded company in Japan. Maria Inês merely say that the amount "is greater".
The cabin, which will be the actress Alinne Moraes as musa, will also be a presentation platform super premium beer of Wanton, Debauched By Playboy, launched in December 2012. The entire cabin is decorated with bottles of new beer Devassa. The space will have partners like the Buffet restaurants, the Fasano Budha Spa.
The average cost of a skybox the size from being mounted by Kirin Brazil for Devassa revolves around $ 3 million, according to professionals who work in the Assembly of spaces in the Marques de sapucai. Also aired on broadcast TV advertising campaign yesterday with the Muse of the cabin, about the brand Devassa. The action includes radio spots, advertisements in magazines, the internet and point of sale material.
The brand will also be at the Carnival of São Paulo as official beer of technical tests and parade of samba schools in the Anhembi Sambadrome. There, the brand will also have the exclusive sale of the products. The company sponsors the Court of Golden Roses. Also in Rio, the Freak is the sponsor of the ' River ' Dances at the Museum of modern art (MAM). AmBev will announce how his cabin in the Sambadrome tomorrow. The theme is "Imagine the party" and will be the second year of the area without the aid of the former factory of Brahma.
Devassa advances
The brand Devassa closed the year 2012 with growth of 20% in sales volume and 26% in sales of Kirin Brazil for 2011. Already from September to November of 2012, high in sales was 64% in Brazil and in Rio, of 17%. According to the Marketing Director of Kirin Brazil, Maria Inês Murad, the Wanton results stood out a year after the Japanese company have bought the Grupo Schincariol.
"We want to continue growing in the mainstream market and also in higher value-added brands, such as special. The beer market is focused in this premium and super premium segment, "said Maria Ines. The company's goal is to consolidate the position of the second manufacturer of the Brazilian market.
The results of the Brazil Kirin will be disclosed until March by its parent company in Japan. In the period January to October 2012, Brazil Kirin had growth of revenues of 12% and 9.9% in volume. Today, it has 15% share of the domestic market of beers.