Beer hotel opens on Copacabana beach for World Cup

Rendering of the Budweiser Hotel by Pestana in Rio de Janeiro, Brazil.

Budweiser to set up at Pestana for guests and to host ‘beer-drinking’ parties.

Beer brand Budweiser will be taking over a five-star hotel in Rio de Janeiro during the World Cup, where the company will be throwing soccer star-studded events along the iconic Copacabana beach.

For four weeks, Copacabana landmark the Pestana Rio Atlantica will carry the Budweiser banner in a major marketing campaign during the biggest single-event sporting competition in the world.

The Budweiser Hotel by Pestana will unfurl the red carpet the day the games open on June 12 and feature DJ Nicky Romero.

Throughout the tournament the hotel will host marquee events attended by Brazilian soccer heroes such as Bebeto, Dunga and Cafu and French player Lilian Thuram.

Popular for its rooftop pool and sweeping views of the beach, the hotel also features outdoor and indoor bars.

The branded hotel is part of a global campaign that involves viewing parties in a dozen countries around the world.

In total, Budweiser will aim to tap into the activity that goes hand in hand with soccer – beer drinking – by hosting 3,000 events over 30 days in local pubs and communities in the US, Britain, Canada, China, Russia, Peru, Ukraine, Australia, Japan, Sweden, Singapore and the United Arab Emirates.

Meanwhile, popular Brazilian beer brand Brahma has released a special commemorative World Cup beer, made from barley sown from the pitch where the national men’s and women’s football teams train, the Granja Comary.

Considered sacred ground among Brazilian football fans, agronomists and brewers spent two months prepping the pitch to raise a crop of barley specifically for use in the limited edition Brahma Selecao Especial. – AFP Relaxnews

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