Ambev wins battle with Heineken for Oktoberfest Blumenau – 05/16/2023 – Full Glass

After a fierce dispute, Ambev won the imbroglio against Heineken to be the main brewery of the Oktoberfest in Blumenau, the main party of its kind in Brazil, scheduled to take place between October 4th and 22nd at Parque Vila Germânica.

Like last year, the German Spaten, which belongs to the Ambev portfolio, will be the main brand present at the event. The bidding gave the winning group the right to command the party until 2028 in the city of Santa Catarina.

In the bidding fight, Heineken sent a proposal worth R$ 5.10 million. To win the auction, Ambev had to disburse R$ 5.11 million —the amount was much higher than last year, R$ 2.551 million.

As part of the reciprocal commitment indicated in the announcement, Ambev will also be responsible for the event’s scenography and decoration. It will also be responsible for building a gastronomic boulevard within Parque Vila Germânica, which should be delivered by June 2024.

The imbroglio to command the main beer festival in the country began in March, when Ambev was announced for the first time as the winner of the bidding. Defeated, Heineken sent an appeal indicating errors in the rival’s documentation, which was accepted.

However, flaws were also found in Heineken’s documentation and both were considered unqualified in the competition.

Thus, the Municipality of Blumenau opened a new public notice with an extended deadline for companies to deliver the documentation with the necessary corrections. The new trading session took place on April 24, this time with Ambev’s victory, approved only on May 5, after the city hall denied Heineken’s new appeal.

Sao Paulo with Paulaner

In São Paulo, the German Paulaner will be the main beer of the party, which will take place again at Ginásio do Ibirapuera. The event will also have the presence of Eisenbahn from Santa Catarina (which belongs to the Heineken portfolio).

Paulaner and Spaten are two of the six official beers of the Oktoberfest in Munich, Germany, the main beer festival in the world — the other four are Augustiner, Hofbräu, Hacker Pschorr and Lowenbrau.

The São Paulo event takes place between October 6th and 22nd.

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