Feb 17 • 13:00 UTC 🇧🇷 Brazil Folha (PT)

Itaipava hires Virginia to try to increase young people's engagement with beer

Influencer Virginia Fonseca has signed with Itaipava beer to connect with younger consumers amid declining sales in Brazil's beer market.

Brazilian influencer Virginia Fonseca has signed a contract with Itaipava, part of the Petrópolis group, marking a strategic push by the brewery to engage a younger audience. As she makes her debut as the queen of the Grande Rio samba school, her 54.5 million social media followers position her as a key figure in promoting the beer brand. This collaboration comes as the Brazilian beer market faces challenges, particularly among Generation Z, who are increasingly losing interest in beer consumption.

The announcement arrives during a period of reported declines in beverage sales within Brazil, which ranks as the third-largest beer consumer globally. NielsenIQ data indicates that overall beverage sales fell by 3.4% in 2025, with a notable increase in prices by 5.4%. This is concerning for the beverage sector as it integrates both alcoholic and non-alcoholic drinks, with beer being a major portion of alcoholic sales which constitutes 60% of the total.

The situation presents challenges for breweries like Itaipava and its largest competitor Ambev, which dominates over 60% of Brazil's beer sales. As the market grapples with shifting consumer preferences and increased prices, engaging with influencers like Virginia is seen as a strategic step to revitalize sales and capture the attention of younger adults, demonstrating the crucial intersection of marketing and generational trends in the beverage industry.

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