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Home | News | Marketing | Brahma sows World Cup winner

Brahma sows World Cup winner

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Field of dreams, brewers' edition: Granja Comary barley

Beer’s building blocks, football passions joined

Combining Brazil’s arguably two greatest passions, beer and football, AB InBev Brahma has created Brahma Selecao Especial, a limited edition beer brewed with barley grown on the Granja Comary site, the training ground of the National Soccer Team.

Developed in collaboration with advertising agency Agencia Africa, the objective was to create a beer that represented the heritage of Brazilian soccer for the 2014 FIFA World Cup.

Brahma’s Marketing Director Bruno Cosentino explained, “Passion for soccer and beer have never been closer. With Brahma Selecao Especial we want fans to toast with our beer inspired by the history of Brazilian soccer.”

Selecao Especial was brought to market in March, packaged in bottles featuring a colour scheme of black with subtle green and yellow lines honouring the Brazilian squad’s colours, instead of Brahma’s traditional red. There were also special premium packages that included a glass and numbered bottles autographed by Luiz Felipe, Brazil’s coach and ambassador of the Brahma project.

The linking of the joy of brewers for their raw materials with Brazilian’s love of all things football was tied together by a stirring video of the project – which can be seen here.


The Beer World Cup

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