The beer railroadthe master sponsor of Smorgasburg since 2023, will be the main highlight among the brands of the 2024 edition, which takes place this weekend around the Obelisk of Ibirapuera Park. Among the novelties, the public will be able to check out the Craft Beergarden, formed by a draft beer bar, the brand’s flagship in X, in the Eisenbahn Unfiltered and Eisenbahn IPA types, in the center of the festival, next to the Smorgas Music Stage, where there will be jazz, folk, reggae performances, with emphasis on the Amy Reggaehouse show, elected as the best tribute in the world to singer Amy Winehouse in 2020. Smorgas 2024 will also have five other exclusive Eisenbahn spaces spread throughout the venue. To increase the diversity of choices available, Heineken and Smorgas also offers Lagunitas and BlueMoon draft beers.
INCRÍVEL, a vegan food company, will be at the Brazilian edition of the festival for the third consecutive time. This time, it is betting on collaborations with some of the more than 100 operations chosen to be present at Smorgas, encouraging chefs to create new vegan gastronomic experiences for the public using their products. Another attraction of INCRÍVEL is its own operation, one of the highlights of the 2023 edition. And to complete the experience at Smorgas 2024, INCRÍVEL will provide children with a show by Banda Planeta Oca, focused on an educational repertoire about sustainability and the importance of balancing diets with plant-based products and proteins.
For the third time in a row at the event, McCainwill activate its brand through collaborations with selected chefs, in addition to its own operation with innovations signed by creator and chef Tadeu de Marco, from @canalrango on Instagram. And this time, McCain gets into the spirit of Smorgasburg 2024 by offering a McCain Picnic area, with chairs and sarongs available for the public to enjoy the winter sun to the sounds of DJ Chico Anastasia from Coletivo Polvo, in the Obelisk square.
A Pepsi debuts as the festival’s official soft drink, with two PEPSI TOMA ESSA bars and two others, both with a signature integrated into Smorgasburg, TOMA ESSE SMORGAS. The venue will also have sets and furniture designed especially for the occasion.
O UOL arrives at Smorgas 2024 as an official media partner, activating its brand in all offline communication of the festival and on the LED screens of the Smorgas stage, where more than six artists will perform over the two days of the event.
NAVEIA makes its debut with its own coffee operation, soft ice cream made with the brand’s vegan oat milk, as well as a new product, CHOCONHAQUE.
San Baseile Distillery, once again participating in Smorgas, will be the base for all SMORGASBAR drinks, with experimental mixology by Vitor Marino. This year’s SMORGASBAR pays homage to cities and countries where the festival has already taken place, with the Monin brand presenting creative differences for the innovative drinks of the 2024 edition.
“We are very happy with the consolidation of the festival among brands and the advertising market. But we were not in a hurry and are not in a hurry. It is a medium and long-term project because we believe and work first and foremost to make the festival unforgettable for the public, for our community of people who are passionate about creative gastronomy and the urban and modern atmosphere of the festival. The brands that are participating have understood this priority and have built experiences with us that are integrated into the festival, contextualized and therefore more powerful,” says Zé Rogério, head of Smorgasburg Brazil.
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