Full Glass: Avós will be the official craft beer of the Pacaembu Pavilion

A show by Gal Costa this Saturday (30) officially marks the beginning of activities at the Pacaembu Pavilion, one of the areas occupied by the concessionaire Allegra Pacaembu, which took over the management of the area that was once the charming municipal stadium.

And the good news for the craft beer sector is that, on the eve of the event, Allegra defined Cerveja Avós as one of the brands in the space. “I believe that a partnership like that of Pacaembu can bring results not only for Avós, but for the artisanal market as a whole”, celebrates Junior Bottura, owner behind the labels of the brewery based in Vila Ipojuca (west region of São Paulo) .

The artisanal brand should not be the only beer in Pacaembu, which will also have a more mainstream label. “We will be on the side of big brands, but giving the consumer the option of getting to know a new and very fresh product”, says Bottura.

Under a 4,000 m² tent, the pavilion will host an intense program until October 2023 – when the major renovation is due to be completed –, including national and international concerts, fairs and sporting events in a mobile area that can accommodate up to 9,000 people. Among the upcoming attractions are a presentation by Father Fábio de Melo, on Mother’s Day, and the first edition of Arpa, the Art Fair of Pacaembu, on June 1st.

Specializing in lager-style beers (bottom-fermented, as opposed to top-fermented ales), Avós will offer two of its main beers for Gal’s show, Vó Maria In Concert, an Indian pale lager with 6.1 % alcohol and moderate bitterness, and Vó Maria e Seu Lado Zen, a refreshing hoppy lager with 4.9% alcohol.

The microbrewery, which produces an average of 17,000 liters per month, already has the first special label to mark the partnership with Pacaembu cocked, the bohemian pilsner Avó que Dibra, recalling the history of women’s football in São Paulo.

“We have the rescue of stories in the brand’s DNA, the appreciation of family moments and the importance that the wisest and most experienced women had and still have in our lives”, says Bottura. “The possibility that Pacaembu gives us in this sense is enormous, and the first beer that marks this partnership is a tribute to some of these women, who in difficult times had the courage to break the rules and are sources of inspiration to this day”, he adds. .

In 2019, Allegra Pacaembu won the concession to manage the municipal equipment for 35 years and foresees investments of R$ 400 million by the end of 2023. After tearing down the toboggan, the concessionaire also started the construction of a nine-story hotel, with 50 rooms and a private pool, in partnership with UMusic Hotels.

Some floors will host shops, restaurants, offices and event venues. In partnership with BBL, an entertainment group focused on virtual games, the new management will highlight eSports, with the creation of a large Battle Royale arena.