Berrió

We released an exclusive beer for Piauí, a state in the Brazilian Northeast, which is mainly known for its high temperatures and local cashew agriculture. We incorporated these characteristics, creating a product that goes beyond just its packaging, and highlights the best aspects of this region and its people.

The Piauí people's relationship with the sun is so intimate that they have their own slang for the hottest months of the year: B-R-O BRO. This is because, in Portuguese, the months of September, October, November, and December end with the same syllable: 'bro'. This expression inspired the name of our beer, Berrió do Piauí. We also turned the sun into a brand symbol.

We built an entire campaign around highlighting the local culture, showcasing the stories of small cashew farmers (who supply raw materials for the beer) and inviting local personalities (and even a goat) to emphasize the most vibrant and genuine aspects of the state. Thanks to this approach, we captured 7% of the market share in the first four months and reached 1,580,316 accounts per day on Instagram, Twitter, and Facebook.