Canada: The true taste of Brazil spreads across Canada

Saúde! Labatt Breweries of Canada announced on March 20 that BRAHMA®, an authentic Brazilian premium lager delivering Brazilian style and creativity, is now available in Ontario. The beer, which made its Canadian debut in Alberta in 2005, was first brewed in Brazil in 1888 and has gone on to become one of the most famous and best-selling beers in Brazil.

BRAHMA is unique in many ways and is easily identifiable by its cool, curved, clear bottle inspired by the rich fluid landscape of Brazil and Brazilians' approach to life - a world where people live with effortless flair, or as the Brazilians say 'ginga.' Ginga is an attitude and lifestyle - having an optimistic and creative approach to life, and having the ability to make something out of nothing by improvising.

The Brazil epitomized by BRAHMA, is a world away from the clichés of beaches, carnivals and football. It's a far richer and more dynamic world, where a hotbed of creative and original talents are taking Brazilian heritage and fusing it with contemporary style to create new and exciting movements in music, fashion and art.

"BRAHMA is the only beer in Canada that captures the true essence of Brazil, fusing authentic heritage with contemporary culture," said Harvey Carroll, Vice President Marketing, Labatt Breweries. "Last year's Alberta launch was such a success that we are now expanding distribution to markets across Canada, including Ontario".

To celebrate the Ontario launch, a collective of Brazil's most inspirational creative talents are in Toronto. João Marcello Bôscoli and Andrew Szajman, co-founders of Brazil's largest independent music label, Trama, are in town to help launch BRAHMA and showcase the 'ginga' lifestyle through a series of events including a traditional Brazilian Saudé Celebration and Flow/Mashing Party. The launch celebrations will continue in Ontario, Quebec and British Columbia over the next number of weeks.

"There is a real thirst for the Brazilian way of life and culture around the world," said Bôscoli. "BRAHMA, one of the oldest and most famous brands in Brazil, is proud to bring the creativity and style of its homeland to Canada."

BRAHMA, which contains 4.8% alcohol, offers a unique fresh taste sensation with a distinctive hop aroma palate. The drinking experience is smooth, fresh and clean with no bitter aftertaste. The beer is now available in select bars and restaurants across Ontario and at The Beer Store and LCBO stores. For additional information on BRAHMA please visit www.brahma.com.

BRAHMA is brewed by InBev. Labatt Breweries of Canada is responsible for marketing and distribution of BRAHMA in Canada. Founded in London, Ontario in 1847 and the proud brewer of more than 60 quality beer brands, Labatt, Canada's leading brewer, is part of InBev, the leading global brewer by volume.

InBev is a publicly traded company (Euronext: INB) based in Leuven, Belgium. The company's origins date back to 1366, and today it is the leading global brewer by volume. InBev's strategy is to strengthen its local platforms by building significant positions in the world's major beer markets through organic growth, world-class efficiency, targeted acquisitions, and by putting consumers first. InBev has a portfolio of more than 200 brands, including Stella Artois®, Brahma®, Beck's®, Skol® - the third-largest selling beer brand in the world - Leffe®, Hoegaarden®, Staropramen® and Bass®. InBev employs some 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. In 2004, InBev realized a net turnover of 8.57 billion euro (including four months of AmBev). For further information visit www.inbev.com.

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