Distributors in Piauí, Brazil, forecast a significant increase in beverage sales during the Carnival of 2026, with projections of 20% to 30% growth. This surge is expected to be driven by the abundance of street parties, pre-carnival celebrations, and major cultural events that attract large crowds. Jonas Campelo, the director of one of the state's largest distribution groups, noted that this trend has been consistently observed year after year, reflecting a growing demand for beverages during the festive period.

A notable shift in consumer preferences has been identified, with a marked increase in the demand for canned beverages. This preference is largely linked to safety regulations enforced by event organizers, which often restrict the use of glass containers in public spaces during street festivities. According to Campelo, the most sought-after products this year include draft beer, energy-flavored drinks, and canned beer, indicating a trend towards convenience and safety amidst the celebrations.

The rising demand is not only attributed to larger events but also to smaller gatherings organized by groups of friends and local establishments. Joacy Felipe, manager of another distribution company, echoed these sentiments, suggesting that local festivities play a crucial role in shaping consumer behavior and boosting sales in the region during this vibrant season. As the Carnival approaches, the expectations for increased beverage sales highlight the economic opportunities associated with this major cultural event in Brazil.