Beefeater links influencers to Carnival access

Beefeater activated a nationwide campaign during Brazil’s summer and Carnival season, positioning the gin brand as a gateway to some of the country’s most sought-after cultural events.

Developed by Euphoria Creative, the initiative connected live experiences, influencers and digital content under the concept A Summer of Possibilities.

The agency structured the campaign around the idea that summer in Brazil represents opportunity and access. By linking the brand to high-profile events and consumer interactions, Beefeater aimed to bridge the gap between aspiration and participation.

Campaign strategy connects street and VIP culture

Marcelo Rizério, co-founder and CCO of Euphoria Creative: "When we thought about ‘A Summer of Possibilities,’ we looked at this time of year when Brazil takes on a different energy and Carnival takes over the cities. The idea was to position Beefeater within this atmosphere, creating experiences that move between the streets and the most coveted events of the season."

Euphoria Creative assembled a group of influencers to act as campaign ambassadors, including Sabrina Sato, Iago Pedroza, Mayara Lima, Cleo, Mari Gonzalez and the creator duo Malhassaum. Their role was to translate the campaign concept into live and digital interactions throughout the season.

Influencers activate access-driven concept

The campaign launched at the Baile da Vogue, where Sabrina Sato introduced the concept during her appearance at the event. She opened the DJ set, linking the brand message with the party’s program and extending the activation across other summer and Carnival gatherings attended by the influencer group.

Consumer participation also formed part of the strategy. Valentina Mortati, a follower who interacted with the campaign in partnership with the @memesbrasil profile, received access to an event as part of the initiative. Mayara Lima, identified as a muse of Camarote N1, invited a follower to experience Carnival in Rio de Janeiro after the user shared her wish online.

Carnival presence expands in Rio and Salvador

Beyond the launch event, the campaign extended to Sabrina Sato’s birthday celebration, digital content with Malhassaum and Iago Pedroza, and VIP lounge activations during Carnival.

In Rio de Janeiro, Beefeater activated at Camarote N1, which marked 30 years. The space featured a branded bar and two self-service drink stations positioned in premium viewing areas of the Sambadrome. During one of the evenings, Sabrina Sato served drinks at the bar as part of the activation, reinforcing the campaign message through direct interaction with guests.

Beefeater also featured at Camarote Salvador, where Pernod Ricard continued its long-standing sponsorship of the event. The brand led two bars operated in partnership with Purgatório Bar, presenting a cocktail menu aligned with the campaign concept and targeting audiences across São Paulo, Rio de Janeiro and Salvador.

Brand positioning beyond live experiences

The initiative extended across social media, with behind-the-scenes content and influencer coverage amplifying the physical activations. Euphoria Creative integrated PR, influencer marketing and media placements to maintain visibility throughout the season.

Richard Le Moult, LATAM CMO at Pernod Ricard: "At Beefeater, we consistently bring ourselves closer to consumers by looking at the country’s main cultural events that perfectly translate the experience of truly living the Brazilian summer. It is through this season that the brand makes its bets for the following year and strengthens its commitment by being part of consumers’ lives. Our product is intended for those who are not afraid to embrace different versions of themselves, living all the possibilities that only the Brazilian summer can offer. From festivals, Sapucaí, VIP lounges, nightlife parties, gala balls, to Sabrina Sato as brand ambassador, Beefeater demonstrates its commitment to those who, like the brand, truly live the city."

Through the campaign, Euphoria Creative positioned Beefeater as an active participant in Brazil’s summer calendar, using access-driven experiences to connect brand presence with cultural relevance.