“Brahminha” can be found on the Pão de Açúcar chain in São Paulo and Rio de Janeiro.
Brahma is now present in a different way in Brazilian barbecues. From a partnership with meat specialist Wessel, the Ambev brand is launching a cut, the “Brahminha”, a boneless Short Rib that can be found at the Pão de Açúcar chain in São Paulo and Rio de Janeiro.
The action was conceived by the Africa agency, which found in the cut a way to develop other narratives of connection between Brahma and barbecue, which is one of the brand’s territories.
“We looked for Wessel, who helped us with this new cut, and took the proposal to Brahma. The result was Brahminha, a product that combines the brand’s passion point with all its creaminess”, explains Heloisa Pupim, PMO of the agency. Africa.
Developed for the partnership, Brahminha is different from traditional short ribs because it does not contain bone, a way to take advantage of 100% of the cut.
“Short Rib is a cut that is made up of several meats. I always highlight the part that is next to the bone that was wasted. So, we were able to take full advantage of this meat by bringing a very special cut to the market. It is exclusive, made for Brahma with creaminess”, explains István Wessel, president of Wessel and one of the biggest meat specialists in the country.
