Unveiling Brazil’s Lager Obsession: A Culture of Sessionability

Brazil has long been known for its love of lagers, with the beer scene in the country focusing heavily on sessionability.
The Cultural Significance of Beer
Brazilian brewery Flamingo Beer recently shed light on the reasons behind this national penchant for easy-drinking beers. CEO Rafael Adour explained that beer holds a special place in Brazilian society, often being consumed during social gatherings due to its cultural significance and affordability compared to other alcoholic beverages. Moreover, the warm climate in Brazil makes beer a popular choice for its refreshing properties, leading to higher consumption rates.
The Quest for Refreshment
Adour emphasized that the heat in Brazil is a key factor in the preference for crisp and refreshing beer styles. He stated that people seek beverages that are easy to drink, fresh, and accessible, especially as a way to cool down on hot days. In his words, "People are looking for easy drinkability...we look for sessionability."
Embracing the Trends
A recent survey by Statista pointed out a noticeable trend in the Brazilian beer market - the rise of microbreweries. This year, the revenue generated from beer sales in Brazil reached around US$49.3 billion, with 15.8 billion liters consumed. The market has also seen a surge in the popularity of low-alcohol and non-alcoholic beers, driven by health-conscious consumers in search of alternatives. Adour revealed that Flamingo Beer's upcoming release will be an alcohol-free beer, highlighting the company's response to changing consumer preferences. He emphasized that "lager with no alcohol is just a classic fusion."
Brewing Success
Despite facing challenges, Brazilian brewers have shown resilience, adapting to the digital landscape with a successful shift to ecommerce and direct-to-consumer sales. In a beer appreciation survey conducted two years ago, Brazil ranked third globally in terms of beer production, trailing only behind China and the US. With a massive domestic market, Brazilian breweries continue to thrive in the evolving beer industry.