A Brazilian Artisanal Beer With Risquí© Name Debuts in America

Devassa, a Brazilian artisanal beer

Devassa, a Brazilian artisanal beer With a catchy and irreverent slogan – "Um tesão de cerveja" – "A hard-on of a beer" – and a catchy and irreverent taste, Devassa, which means libertine woman in Portuguese, in a short few years, has won a lot of converts in Brazil and Europe.

Now the artisanal beer created in Rio de Janeiro is coming to the United States.
  
Devassa was created in 2002 by three bar owners in Rio and was initially sold in only two bars, one in the Leblon neighborhood and the other one in Barra da Tijuca. Cello Macedo, Marcelo do Rio and Joca Muller would soon find out that what started as a kind of a joke made business sense.

In 2004, with a little less than half a million dollars, they opened a beer factory in the Santo Cristo neighborhood and started producing 30,000 liters of Devassa a month. Soon they were making three kinds of Devassas: blonde (Pilsen), red-haired (Pale Ale) and brunette (Dark Lager).

Devassa has become the fastest growing beer in Rio de Janeiro. The company has retained McCann Erickson, one of the top ad agencies in the world, to develop and coordinate the overall advertising and point of sale material for their brand in the US.

"This brand has all the features to really explode in the US. Devassa has already caught on in the UK and Europe because the package is great, the marketing support is superb and the taste is out of this world," states Ted O'Connor, president of Aladdin, the company that will distribute the beer in America.

O'Connor goes onto say, "We strongly believe Devassa has the ability to be one of the next great imports in the US."

South American Beers seem to be hot right now. SABMiller, for example, acquired Aguila, Cristal and Cusquena through a recent US$ 9 billion purchase of Colombian-based Bavaria, one of the largest brewers in South America. And Inbev is currently spending US$ 1.1 million in advertising in Florida alone for Brahma another Brazilian import, according to the Sun Sentinel.

Devassa is growing rapidly due to the popularity of the brand in the domestic Brazilian market. In just three years Devassa has gone from selling 6,000 liters per month to 90,000 liters per month.

"The move to export to the US was a very easy decision for us because of the great success we have enjoyed here in Brazil; however we needed a US importer who had the same vision and drive as we do at Devassa Brewery. We were happy to sign an exclusive contract with Aladdin because it was the right fit," states Caio Sabino Scarpelli, Devassa Brewery Export Division Manager.

Scarpelli goes on to say, "We strongly believe we will be able to experience the same success in the US market as we are in the Brazilian market."

According to the Brazilian embassy in Washington, DC, there are approximately 600,000 Brazilians in the US, but other estimates put the population at 1 million, 1.5 million or even 2 million Brazilians (half of them illegal).

Most reside in New York/New Jersey, Massachusetts and Florida. Also take into account that Latin Beer brands in the US have intense followings among the population the brand comes from.

Tags:

  • Show Comments (0)

Your email address will not be published. Required fields are marked *

comment *

  • name *

  • email *

  • website *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Ads

You May Also Like

I’m Glad to Report I Got the Brazilian Music Bug

I must confess that almost a decade ago when I moved to New York, ...

Brazilian circus's  star Claudia, 3 years old

Brazil: Something Must Be Wrong When the Headliner Female Is Only 3

The catcalls began the instant the dancer turned around. Dressed in black knee high ...

Brazil Starts Foot and Mouth Vaccination for Its 203 Million Cattle

Brazil the world’s leading exporter of beef begun this week the mid-year vaccination campaign ...

2006, and Brazil Will Be Self-Sufficient in Oil

Brazil’s Petrobras – Petróleo Brasileiro – the country’s state-run oil giant, reports that between ...

Brazil’s Petrobras Sets Aside Close to US$ 700 Million to Help 4 Million Poor

The Brazilian state-controlled oil company Petrobras launched on November 21, at Brazil's presidential office ...

Brazil’s Fiscal Deficit reaches US$ 52 billion, 3.17% of GDP

In November, the effort to save made by the three levels of the government ...

Brazil’s Lula and UK’s Blair Discuss End to Farm Subsidies

Brazilian President Luiz Inácio Lula da Silva and British Prime Minister Tony Blair met ...

3000 Meet to Keep Brazil’s Fast Pace in 2005

The three thousand businessmen to meet as from today, November 22, at the 24th ...

Brazil Selling Products Overseas For Quality and Not Low Price Alone

The participation of Arab countries as destinations for Brazilian machinery and equipment exports is ...