Xeque Mate, a beverage brand founded in Belo Horizonte, Brazil, is forecasting a significant sales growth of approximately 70% for the Carnival season in 2026, anticipating sales of around 8 million cans. This projection is bolstered by increasing consumption outside of Minas Gerais and the successful introduction of a new product line launched in late 2022. The company's strategy to diversify its portfolio aims to maintain substantial growth during one of the most crucial periods for commercial activity in Brazil, the Carnival festivities.

The brand's strong association with Brazil's Carnival celebrations has positioned its beverages as staples in street parties, rehearsals, and various carnival-related events across the country. Gabriel Rochael and Alex Freire, the entrepreneurs behind Xeque Mate, emphasize that Carnival time is crucial, accounting for approximately 25% to 30% of the business's annual total sales. Despite expanding sales throughout the rest of the year, the Carnival period remains a key focus for the brand's marketing and distribution strategies.

In 2025, Xeque Mate reported selling around 9 million liters and is aiming to reach 15 million liters in 2026. This goal reflects both the anticipated increase in demand during Carnival and the brand's overall growth trajectory, attributed to their successful market penetration and consumer acceptance of the new beverage line. As the company gears up for the 2026 celebrations, its innovative approach and understanding of the local market dynamics will likely play pivotal roles in their anticipated success during this vibrant Brazilian festival.