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Where to start with beer in Brazil? Somewhat of an anomaly among Latin America due to its status as the sole Portuguese-speaking nation and also its sheer size – it accounts for just under half of the population and land mass of South America. It is practically a continent in its own right. With this, brings great diversity in weather, culture and gastronomy.
In fact, alongside football, the only true unifying features of Brazil come in liquid form – by way of beer and the famous Caipirinha. Brazilians love their beer and – like most LatAm countries – it is a real sharing occasion, with large bottles the clear favourite over individual serves.
Ice, ice, baby
Often an issue with the larger serves – 600ml to 1 litre – is that by the end of the bottle the beer is no longer ice cold. This has led to a wave across South America of extra small serves by means of mini bottles (150-250ml) or slimline cans. In Brazil, however, there is little danger of a beer becoming warm, even with larger bottles. Firstly, they chill their beers to within an inch of their life. It is not uncommon to see fridges set to well below zero in bars to store beers – often so much so that the beer comes out as a more of a slushie or it is chilled to the point that any uniqueness in taste is negated (not always the worst thing with some Brazilian beers!). On top of this, every time a beer is served, it is accompanied by a cooler. These can be basic, either a polystyrene cylinder or a plastic casing for the bottle, but they are used without fail, across bars, restaurants and convenience stores.
It also serves as a great marketing opportunity for brands in Brazil. The bright yellow colouring of Skol coolers, for example, is almost instantly recognisable (and from quite a distance). Having this merchandise on-site provides a strong reminder and simple choice to the consumer to opt for a Skol over other beers on offer. Much like branded beer glasses, these coolers are often used regardless of what brand of beer the customer orders, so this merchandise can help generate a real on-trade presence for brands. Similarly, branded ice buckets/cool boxes are common to find in a Brazilian home.
International means premium
The big Brazilian beer brands – Brahma, Skol, Antarctica, Devassa etc. – can be quite polarising at times among the population. You tend to find extremely strong opinions in either direction as to their quality. For those who don’t like to indulge in a national beer, international brands are the cue for premium and quality. Heineken, Stella Artois, Estrella Galicia and others are frequently found and viewed by many as the premium option to turn to. This is partly down to their admittedly greater taste and superior quality, but also due to the lack of craft beer in Brazil. Yes… craft beer does exist to some extent, but for the largest country by some way in South America, the craft beer scene is far less accessible than in the likes of Argentina, Chile, Colombia and even Ecuador – where incidentally, international brands can be a little harder to find.
