The Backstage in Brazil competition run s from this month, and the top prize includes a t rip to São Paulo for a visit to Brazil's most popular music festival. Every pack ha s an instant-win prize, like free download tracks.
Marketing manager Ken Valledy said: "Brahma has made a huge impact with drinkers and retailers and is one of the brands spearheading the growth of the 'world lager' category. This promotion will create in-store excitement around the brand, encourage impulse purchase and help to attract more shoppers .
"It is a great prize and will have a strong appeal to a music-loving generation. The promotion underlines the Brazilian roots of the brand and reflects the nation's unique musical heritage ."
InBev has produced POS material to support the promotion, and will advertis e Brahma on 48-sheet posters, buses and the Underground.