The announcement was made after the company had the proposal approved by the City of Blumenau to be the official brewery of the event and also of Sommerfest 2023
Ambev chose Spaten to be the official beer of the Oktoberfest in Blumenau in 2022. The announcement was made after the company had the proposal approved by the City of Blumenau to be the official brewery of the event and also of Sommerfest 2023.
The company was the only one to bid, offering R$ 2.551 million for the contract – in total, investments should exceed 6 million. Between 2015 and 2020, Eisenbahn, owned by the Heineken group, held the event’s beer post.
Spaten arrived in Brazil in the middle of last year and already has a historical connection with the Oktoberfest in Munich, Germany. There, organizers open the celebrations by bleeding the first barrel of Spaten every year.
Upon returning to the event and choose the German beer, Ambev says it plans to “reframe” the experience of consumers. In these nearly four decades of the festival in Blumenau, the brewery had a hand in three of them. Before, Brahma was the beer that represented. Now, the bar rose slightly.
