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Street Carnival Mirrors Sambódromo with Dispute of Brands and "Official" Beer

02/10/2016 - 08h55

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EMILIO SANT'ANNA
LUCAS FERRAZ
ROBERTO DE OLIVEIRA
FROM SÃO PAULO

With the rise of street parties, or "blocos", in São Paulo, street carnival in the city was established as an attractive business and, for the first time, it became the scene of a war of breweries.

The official sponsor is the Dutch Amstel, which shared with Caixa Econômica Federal bank the rights of marketing actions.

Cris Faga/Fox Press Photo/Folhapress
Street carnival became the scene of a war of breweries.
Street carnival became the scene of a war of breweries.

With the help of a network of about 4,000 registered street vendors, the brewery ended up "monopolizing" the supply of the beverage in the 355 street parties this year -an increase of 36% compared to 2015-, repeating on the public streets a typical phenomenon of the Sambódromo, the venue of the official Carnival parades.

For other brands there is the possibility of sponsoring individual street parties -to gain visibility at the trucks carrying the bands - and the preference of a minority of the street vendors, who received benefits to sell Amstel.

The sponsors´ counterpart was the obligation to pay for the installation of the street party's infrastructure. Of R$ 10.5 million (US$ 2.68 million) invested in the street carnival´s infrastructure, 35% comes from sponsors, an increase of 66% in relation to last year.

Besides the official sponsorship of the street carnival, other breweries, as well as Amstel, invested directly in the street parties, or "blocos". According to Ambev, Skol sponsors 63 of them. Amstel says it sponsors 14.

During the parades, trucks of the brands are in place to replenish the street vendors. Beer sells for R$ 5 (US$ 1.28), and vendors say they buy it for R$ 1 less than its competitors.

Translated by MARINA DELLA VALLE

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