Pop-Up Bar On Ice: Estação Sub Zero
In Brief
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.
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).