Brazil & USA: Aladdin Beverage to import Devassa beer to US

Aladdin Beverage has signed an exclusive agreement with Devassa Brewery in Rio de Janeiro, Brazil to import its brand to the US, Drink Business Review published on January 19.

Aladdin said Devassa has retained the agency McCann Erickson to develop and coordinate the overall advertising and point of sale material for its brand in the US, which it hopes will give it an edgy South American flavour.

"This brand has all the features to really explode in the US. Devassa has already caught on in the UK and Europe," said Ted O'Connor, president of Aladdin. "We strongly believe Devassa has the ability to be one of the next great imports in the US."

Aladdin said that Devassa has gone from selling 6,000 litres per month to 90,000 litres per month in three years.

Aladdin also imports Macau Beer to the US, from Macau, located next to Hong Kong.