German brewery will market drink with “caipirinha” taste

Caipirinha going global, with a German accent? Yes, and it is called “Bayão”.

Veltins, a traditional German brewery, announced it will invest 500 000 euros  to create a bottled beverage  with a caipirinha taste. This is Veltins’  first drink containing no beer, and it targets Germans aged between 20 and 30.

“Bayão”  combines wine and fruit-flavored soft drink to mimic the taste of a caipirinha. A pack of four 275 ml bottles sells for 4.99 euros. The alcohol content is 5.4%, close to a beer.  The product was launched in February and can be found in over 20,000 outlets in German cities.

The TV ad was shot in Rio with popstar model and DJ, Jesus Luz.

If you know what a Caipirinha is, you will still long for something else.  Is it a marketing opportunity?

Published by Hildete Vodopives

Hildete de Moraes Vodopives is founder of Brazil Global and of the Harvard Strategists Group. She has a PhD in Economic History and advises companies and investment agencies in international business development.She served as Corporate Relations Director and later, on the board of the Brazilian Investment Analysts Association (APIMEC).

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