Opinion – Full Glass: Colorado enters the raisin ‘controversy’ with new label, Ho Ho Ho

Poor raisin. Keep it quiet, in hers, all year long. But as the Christmas season arrives, she suddenly becomes an enemy of dinner parties around the world.

The Colorado brewery, from Ribeirão Preto, decided to buy this fight with its new release, Ho Ho Ho. Seasonal label, the beer is a well malted red ale, with the addition of the famous raisin and also hazelnut, referring to aromas of good old panettone.

“We decided to invest in a special draft beer to celebrate Christmas, which is a date much celebrated by Brazilians. We know that there are people who like raisins and people who don’t, but when in doubt we take this typically Christmas ingredient and put it in a beer that we know that the public will identify itself”, defends the polemicist Daniel Carneiro, Colorado marketing manager —a brand that integrates Ambev’s portfolio.

With low bitterness —28 IBU, in a scale that goes up to 120—, Ho Ho Ho has 6.2% of alcohol content. The label is available as draft beer in all units of the brand’s bar, Toca do Urso — R$ 5.10, per 100 ml. To take home, there is a special personalized crowler (can) with fresh draft beer that can be integrated with Christmas dinners (with or without raisins). The 710 ml package costs R$ 24 (great cost-benefit).

sustainable packaging

With an eye on the sustainability agenda, on the agenda of nine out of ten large companies, Colorado brings another novelty this year-end: a new package with agricultural reuse, which reduces carbon dioxide emissions by 50%.

The packaging for the pack with 6 cans starts only with Ribeirão Lager. The new material is made with corn husks, without the addition of chemical products. The packaging, which replaces the cardboard used previously, can also be disposed of as compostable material or can be recycled as paper.

“Packaging is yet another step in a whole process that we are working on so that we can collaborate for the preservation of the environment”, explains Carneiro, without controversy. “We are with this sustainable innovation on a small scale, but the expectation is to apply the new packaging in Colorado lines”, he completes.