Eisenbahn invests 55% more capital to become the Festival brand

The brand’s campaign is supplied with festival and will have a “mega-activation” in the city

THE EisenbahnThe Heineken group brand made the largest investment in the history of the brand to consolidate beer as the main events and festivals. THE The capital was 55% higher than the budget established for the year 2023, according to the Terra Report.

• Receive the main news directly on WhatsApp! Sign up for the Earth channel

With the budget, he created the initiative Eisen Rock Stationwhich brings activations to festivals, engaging experiences and, in some way, incentives for local culture. In the last year and 2025, this campaign was present in many circuit events of the well -known festival, such as: for example: The offspring: Supercharged all over the world, rock monsters, João Rock And finally, it will end with your “weight tour” in The cityin September.

Node João RockWhich took place recently, the activation of the brand characterized a medium -sized stage and the formation had only Band of Ribeirão Preto, inside San Paolo.

“We want to inspire and strengthen the relationship with the consumer and, for this reason, we will invite you to board this journey as a locomotive [alusão ao logo da marca] This broke the world, where every season [festival] represents a result. The new campaign concerns focus, intent and merit. An initiative that defines this new phase of Eisen in Brazil “, comments Igor de Castro, senior director of the Premium brands of the Heineken group.

According to the manager of the Heineken group, the freedom of rock is something that adapts to the brand’s “locomotive spirit”, being always in progress and breaking the paradigms.

“We made great investments in positioning the brand within the territory of music, with the aim of bringing this consumer, generating experimentation and identification. Being in Festival is a moment of celebration and rock translates the locomotive spirit and strengthens the quality credentials of a high quality beer portfolio.”

Eisenbahn is 100% Brazilian

Founded in 2002, the Eisenbahn has Brazilian DNA. The brand was created in Blumenaau (SC) and its name, as mentioned, means “railway” in German. In 2017, it was purchased by the Heineken group and has since been worked significantly.

Currently, in addition to the normal beer, the Eisenbahn It has six labels-pilsen, Pilsen UNFILTERD, American IPA, Pale Ale and Weizenbier session, and used those opportunities to bring new flavors and consolidate to the cultural market.

Source: Terra

Earl

Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.