Content partnerships with Paola Carosella and Rodrigo Hilbert; the book Eisenbahn, Beyond the Table; Latin Grammy nomination for the album Our, which brings together new songs by Adoniran Barbosa; and winning Professionals of the Year 2021 with the film Beauty of the Process are the main achievements of Eisenbahn in 2021.
“We are always looking to reinvent the way we talk to our consumers, so we are constantly rethinking formats, such as the book Eisenbahn, Beyond the Table and content such as the videos promoted by the brand on chef Paola Carosella’s YouTube channel and the webseries Rodrigo In Detail, made for Instagram”, highlights Eduardo Picarelli, marketing director of the Heineken group in Brazil.
Heineken’s premium beer already confirms the holding of the contest Brewmaster in the next year. “The 12th Eisenbahn Master Brewer’s edition promises to be even more interactive and we’re going to simplify the application process. The contest, which has been in existence since 2007, helps to disseminate beer knowledge to consumers through its informative and democratic format, which brings beer and the production process in an uncomplicated way. The program has established itself as one of the main brewing competitions in the country, helping to professionalize the segment”, comments Picarelli.
Born in the city of Blumenau, Santa Catarina, by the Mendes family in 2002, Eisenbahn follows the challenge of its founder, Juliano Mendes, to democratize access to craft beers. Produced in accordance with the German Purity Act (1516), the brand has received more than 100 international awards, in addition to national recognition.
According to the Ministry of Agriculture, Livestock and Supply (Mapa), the number of craft breweries in Brazil was almost 12 times higher between the years 2008 and 2018. Data from the Global Craft Beer Market show that the segment moved around US$ 38 billion globally in the year 2018. The market is forecast to grow another 14% by 2023.
Currently, Eisenbahn produces four styles of beer: Pilsen, Weizenbier, Pale Ale and American IPA. It also has a seasonal portfolio comprising the Rauchbier, Dunkel, Weizenbock, Strong Golden Ale, 5 Dry Hopped and Kölsch labels.