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08/Abr

Mondial de La Bière brings beer culture to Rio

<p>- First edition of the festival confirms advanced taste of Brazilian consumer and interest growth for craft beer brands</p> <p>- Master brewers confirm Brazil follows global growth phenomenon and appoint Rio as the most promising market in the country</p> <p>&nbsp;</p> <p>The first edition of Mondial de La Bi&egrave;re International Beer Festival, in Brazil at Pra&ccedil;a XI, Downtown Rio, surpassed organizers and exhibitioners expectations. Twenty thousand people came to enrich their beer culture, in a commemorative and friendly environment. &nbsp;The public tried over 650 different labels of national and international brands.</p> <p>&nbsp;</p> <p>For Vania Tavares, general director at Fagga | GL events Exhibitions, promoter and organizer of the festival, the Mondial is here to stay and gained a spot at the early event city calendar. &ldquo;This is the beer festival, a reference in the business&rdquo;, she says, highlighting the quality and variety of national and international brands, and the content of the workshops and talk shows.</p> <p>&nbsp;</p> <p><strong>International Seal<br /> </strong>Jeannine Marois, president of Mondial de La Bi&egrave;re, considered this first edition of the festival in Rio a great success. For her, &ldquo;the intense participation in the workshops represents a search for knowledge and professionalism, for new carrier opportunities such as beer sommelier&rdquo;.</p> <p>&nbsp;</p> <p>Jeannine was also surprised with the maturity and social level of the visitors if compared to the Canadian and French edition of the festival. The Brazilian version, according to her, created an opportunity for the consumers to meet new brands, including debuting brands in Brazil. The exchange works both ways since this is an international event and the national brands can export their labels. &ldquo;More voices are speaking about beer&rdquo;, says the president.</p> <p>&nbsp;</p> <p>Without riding the pride of this first edition, Jeannine added thrilled that the biggest challenge was to prove that there is a space for these types of events in Rio de Janeiro. &ldquo;Mission accomplished&rdquo;, she synthesized without being able to hide the tears in her eyes.&nbsp;</p> <p>&nbsp;</p> <p>Victor Montenegro, director of the festival in Brazil was surprised by the quality of the visitors, both in terms of behavior and also visitation experience. &ldquo;Throughout the four days I&rsquo;ve herd great testimonials from the visitors about the product mix &ndash; from large to microbreweries &ndash; and about the quality of the parallel events&rdquo;, he also mentioned a similar crowd behavior to the Montreal edition, where they also have group cheers during the day. Montenegro also pointed out that the public was surprised by the &ldquo;carioca spice&rdquo; from local restaurants, present at the event.</p> <p>&nbsp;</p> <p>&ldquo;In terms of beer quality Brazil is ahead in South America&rdquo;, confirms Tony Forder, MBeer Contest Brazil juror and editor of the Ale Street News, most widely circulated beer newspaper in North America. He was impressed by the expansion of beer culture in the country. &ldquo;It&rsquo;s an explosion like the one we had about 15 years ago in the US&rdquo;. About the beer quality he states that &ldquo;Brazil is keeping up with this global phenomenon&rdquo;.&nbsp;</p> <p>&nbsp;</p> <p><strong>Renewed stocks<br /> </strong>Most exhibitioners were forced to renew their stocks during the event that in some cases ran out by the second day of the Festival. Colorado Brewery, from Ribeir&atilde;o Preto, one of the MBeer Contest Brazil gold and platinum medalists brought 1.5 thousand litters of draft beer and 600 beer bottles for the event, but needed to gather more barrels and bottles to ensure their service till the last day of the festival. The Ithaca label took home the gold medal and its Oak Aged version, a season beer aged in oak barrels won the platinum medal. According to Colorado&rsquo;s marketing manager Rafael Moschetta this win consolidated a triple triumph, since the

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