Mcgarrybowen Gives Brahma Its Ginga

CHICAGO InBev’s introduction of Brahma beer in the U.S. and 14 other countries will play up ginga—the Brazilian philosophy of effortless flair—and product attributes like drinkability with no aftertaste.

Brahma will hit Los Angeles, San Diego and Santa Barbara, Calif., and Miami, Tampa, St. Petersburg and Orlando, Fla., on June 1. Later summer rollouts will include New York, Chicago, Boston and Dallas, Houston, San Antonio and Austin, Texas.

Marketing will include television, print, outdoor and Internet, via mcgarrybowen, New York; Sweet Spot, Chicago, will handle event marketing.