Bahia's Cashew Beer Breaks into Brazilian Market

Strategic Insights -

The Brazilian state of Bahia's Cooperativa da Cajucultura Familiar do Nordeste da Bahia (Rede Cooperacaju) has developed a new 355 ml format for its popular Aratinga Fruit Beer, a cashew beer considered the best in the Ale category in Brazil. The new packaging aims to increase the perception of value, respect consumer preferences, and strengthen the brand's positioning in the market.

Key Takeaways:

  • The Aratinga Fruit Beer, a cashew beer produced by the Cooperativa da Cajucultura Familiar do Nordeste da Bahia (Rede Cooperacaju), has been considered the best in the Ale category in Brazil in 2024.
  • The beer is now available in a new 355 ml format, also known as long neck, which is more individual and approximates the amount many consumers can drink chilled without the drink getting warm.
  • The new packaging aims to increase the perception of value, respect consumer preferences, and strengthen the brand's positioning in the market.
  • The beer is produced in partnership with the Dragornia brewery in Feira de Santana and boasts the flavor and freshness of cashews harvested by family farmers from Ribeira do Pombal and the surrounding region.
  • The new packaging also brings marketing advantages, allowing the company to offer a lower unit price, reducing the average ticket and making the product more accessible.
  • The launch of the new format is expected to expand the product's national sales, directly benefiting the income of cooperative members.
  • The Aratinga Fruit Beer is the result of investments from the Bahia State Government through the Regional Development and Action Company (CAR), which have included the delivery of machinery and equipment, technical assistance, and the construction of cashew nut processing units and cashew nut shell liquid (CNSL) processing.
  • At Cooperacaju, investments have driven development and transformed the lives of hundreds of family farmers in the semi-arid region of Bahia.

Statistics:

  • The Aratinga Fruit Beer has 4.3% alcohol content.
  • The beer is the result of just two years on the market.
  • The new packaging allows for a lower unit price, reducing the average ticket and making the product more accessible.
  • The launch of the new format is expected to expand the product's national sales.

Sources:

  • Brazil's Bahia State Government: news release (no date)
  • Cooperativa da Cajucultura Familiar do Nordeste da Bahia (Rede Cooperacaju): news release (no date)
  • https://www.ba.gov.br/noticias/374496/cooperativa-da-agricultura-familiar-inova-e-lanca-nova-embalagem-long-neck-de-cerveja-de-caju