Brazil’s ‘Libertine Girl’ in the UK

The Brazilian beer Devassa ”“ Portuguese word for ‘libertine girl’
”“ is being launched for the first time outside its hometown of Rio de Janeiro by UK-based Black Collar.

The Devassa brand was created in 2001 by Marcelo do Rio and Cello Macedo for Rio’s Bar Devassa, their first joint venture.


Both were already owners of very successful, stylish bars, restaurants and clubs in Rio including Melt, Caroline Café, Zero-Zero and Zaza Bistrô Tropical, and Devassa was a natural next step.


The Bar Devassa concept is based around the first microbrewery beer in Rio. The beer itself has been unexpectedly successful and a new brewery company, União das Devassas Cervejaria Ltda, was opened by Marcelo and Cello with a third partner, Joca Muller (previously a marketing executive with L’Oréal and Johnson & Johnson), in the historic dockyard area of Rio, in September 2004.


The beer recipes were created specifically for Bar Devassa by a highly respected Master Brewer and use barley and hops imported from Belgium.


Three beers are currently produced, Loira (‘blonde’ in Portuguese), Ruiva (‘redhead’) and a dark beer Negra (‘black’).


Draft beer sold on the premises in Bar Devassa is also sold as ‘Mulata’ ”“ a mix of the three beers. There are no current plans to import the Negra beer to the UK.


The product has been recognised by international advertising agency McCann-Erickson as a future global success story. The agency offered a free campaign in Brazil for Devassa which was launched in May 2004.


The ads were quoted by the Campana Brothers in their interview in the July 2004 UK edition of Wallpaper as their favourite ad campaign. (The ads used in Brazil are too ‘sexy’ for the UK market but can be seen on the Black Collar website at www.blackcollargroup.com/index.php?page=devassa)


Black Collar is targeting top style and destination bars and clubs for Devassa. The bottles have a distinctive, stylish design and the beer is being very well received in tastings.


According to Black Collar CEO Paul Hamilton, “Devassa doesn’t just look good, it genuinely is great beer. For once, the two go hand-in-hand.”


Production of Devassa beer is very limited, making this a genuinely exclusive product. Devassa Beer has not previously been available outside Rio de Janeiro, even elsewhere in Brazil.


Taste


Loira: Golden colour, creamy head. Lightly grassy with slightly sweet flowery honey undertones. Mild hopped finish.


Ruiva: Amber coloured, rich head. Soft and rounded with some butterscotch and an aromatic hop finish.


Black Collar is developing a portfolio of premium brands from countries in the developing world for sale and distribution in style-conscious cities including London, Paris, Singapore, Hong Kong, Tokyo and New York.


Initial launch plans include premium branded beer from Brazil and designer children’s furniture from Singapore.


Black Collar was founded by Paul Hamilton, Simon Dorris and Nicolai Schleip. The company was established in July 2004 and is based in Soho, London.


www.blackcollargroup.com
PressDispensary

Tags:

Ads

You May Also Like

Brazil Ready to Stay 10 Years in Haiti

Brazilian General Augusto Heleno Ribeiro, commander of the United Nations Peace Forces in Haiti, ...

Election Dysfunction

Only four months before the presidential elections in Brazil, mega investor George Soros told ...

Sí£o Paulo, Brazil, Jumps in One Year from 33rd to 8th in Fashion World

The city of São Paulo, in southeastern Brazil, ranks among the 10 top fashion ...

Brazil Pushes to Give Civil Servants Raise Despite Electoral Law

Brazilian President Luiz Inácio Lula da Silva has asked Minister of Planning, Paulo Bernardo, ...

A Vote to Cost Up to US$ 12 in Brazil

The Brazilian Election Commission (Tribunal Superior Eleitoral) (TSE), in a preliminary estimate, says that ...

Brazil Autoracing: Speed Is in The Blood

Decades of success in Formula One, and now, Formula Indy, supported by winning personalities, ...

Despite Problems Brazil Is Expecting Hefty Crops of Coffee and Soy

The world’s largest producer of soy after the U.S., Brazil, may harvest more of ...

Lavagem do Bonfim at Salvador, Bahia, Brazil

Jesus and the African Gods in Brazil’s Northeast

It must be hard to be a religious fundamentalist in Salvador, Bahia, in the ...

Brazil’s Embraer Invites Americans to Pilot Its US$ 3 Million Phenom 100 Jet

Brazilian jet maker Embraer is showing off a full-scale interior mock-up display of its ...

Brazil’s NO Win Is a Vote of Non-Confidence in Lula

A sweeping 64% of Brazilians said NO to a ban on the sale of ...