BRAZIL'S NO. 2 BEER READIES LAUNCH IN U.S.

Flagship Brand of World's Largest Brewer Rolls Out in June

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CHICAGO (AdAge.com) -- Belgium-based InBev, the world's largest brewer, is preparing to market Brahma, the No. 2 Brazilian beer, throughout the U.S. starting this spring.
Brahma, along with Beck's and Stella Artois are InBev's flagship beers.

In June, it will roll out Brahma in Southern California and Florida, with additional markets to follow. It's part of a broader global launch.

Targets upscale drinkers,br> InBev is targeting upscale, urban 21- to 35-year-old men and women, with 25-year-olds being the sweet spot. It's positioning Brahma, which comes in a distinctive contoured bottle, as a stylish, edgy brew to take on both beer and spirits, said David Van Wees, global marketing director. The brewer also is counting on Brazil's exotic appeal.

Brahma will be marketed as "edgier, a little more fresh and stylish," Mr. Van Wees said. "A little hipper than Corona."

While Brahma is a newcomer -- and as a Latin beer in a clear bottle no doubt will be going up against No. 1 import Corona Extra -- InBev has experience in launching imports.

200 beer brands
Interbrew, one of the two companies that merged to create InBev last year, successfully launched Belgian import Stella Artois. The company maintains brewing facilities in 29 other countries, producing nearly 200 different beer brands that are sold in 140 countries. Its three best known brands are Beck's, Stella Artois and Brahma.

Marketing support will include TV ads, point of purchase, online and alternative media. InBev tapped McGarry Bowen, New York, as its agency for the global launch.

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