Pop-Up Bar On Ice: Estação Sub Zero

AmBev (American Beverage Company, a subsidiary of global brewing company Anheuser-Busch InBev, and the biggest brewery in South America) built an igloo in the middle of Vila Madalena, the renowned bohemian neighborhood of São Paulo. The pop-up bar was part of the launch strategy for AmBev’s new beer, Antarctica Sub Zero, the latest addition to Antarctica brand.

The beverage is a pilsen beer brewed through a special process in which the liquid is double-filtered in a temperature below zero Celsius. They claim that the result is a smoother, more refreshing beer and all brand communication is created around this icy concept (see pictures below).

The Estação Sub Zero (Sub Zero Station) consisted of two chambers: one was a regular “theme bar” with an Antarctica Sub Zero ambience, and the other was a smaller one, refrigerated and with walls, glasses and furniture made of ice. Visitors could stay 20 minutes in this chamber (with adequate, branded coats) to experience the “Antarctica Sub Zero refreshment”.

The pop-up bar stayed in São Paulo for two weeks and will now start a summer tour through different Brazilian cities, the next being São José do Rio Preto (still in São Paulo state) and then Uberlândia, in Minas Gerais. Other cities are still to be confirmed.