Sagres

Portugal

It is certainly a Portuguese tasca

Brand: Sagres

Campaign: Tascas com Alma

Source: https://www.imagensdemarca.pt/artigo/e-uma-tasca-portuguesa-com-certeza/

Goal: To celebrate and preserve traditional Portuguese tasca culture

Summary: Sagres is launching a new initiative called 'Tascas com Alma' to celebrate and preserve the identity of Portuguese tascas by bringing together different generations of chefs to reinterpret traditional dishes. The initiative started in Lisbon, at Varina da Madragoa, focusing on maintaining the essence of tasca culture while adapting to modern approaches.

Campaign Diaries

No Brand Diaries found.

Portugal

Sagres Takes ‘Tasca’ to the Dictionaries and Launches Series to Celebrate These Spaces

Brand: Sagres

Campaign: Tascas com Alma

Source: https://www.imagensdemarca.pt/artigo/sagres-leva-tasca-aos-dicionarios-e-lanca-serie-para-celebrar-estes-espacos/

Goal: Celebrate and redefine traditional Portuguese taverns (tascas)

Media: Digital channels

Summary: Cerveja Sagres launched an initiative in collaboration with Priberam and Infopédia to redefine the term 'tasca' in their dictionaries. This includes a digital series titled 'Tascas com Alma' that connects new generation chefs with traditional tavern owners to explore the evolution of Portuguese culinary spaces. The series aims to highlight tradition and change in Portuguese gastronomy.

Campaign Diaries

No Brand Diaries found.

culinary tradition cultural evolution digital series

Portugal

Sagres brings Portuguese soul to Meo Kalorama

Brand: Sagres

Campaign: Artistic Residency by Chelas É O Sítio

Source: https://www.imagensdemarca.pt/artigo/sagres-leva-alma-portuguesa-ao-meo-kalorama/

Goal: Support urban music talent development

Media: Live showcase events

Summary: At the Meo Kalorama festival, Sagres went beyond sponsorship by providing a platform for a new generation of urban music talent. Through support for the 'Artistic Residency by Chelas É O Sítio', young artists had the chance to hone their skills, collaborate with industry professionals, and explore various sectors. This journey culminated in a showcase at the Sagres Stage featuring performances by Gohu G, Pandon, and Tublack, combining music, culture, and new opportunities.

Campaign Diaries

No Brand Diaries found.

cultural initiative music talent development

Portugal

Sagres gives stage to new talents from Chelas

Brand: Sagres

Campaign: Residência Artística by Chelas É O Sítio

Source: https://www.imagensdemarca.pt/artigo/sagres-da-palco-a-novos-talentos-de-chelas/

Goal: To create real opportunities and professional pathways for young artists.

Media: Live performance at Meo Kalorama

Summary: Sagres has partnered with Residência Artística by Chelas É O Sítio to support young artists in Chelas by providing training, studio access, and industry connections, culminating in a performance at Meo Kalorama. The project aims to showcase the positive aspects of the community by using culture as an inclusion tool, creating professional opportunities for a new generation of artists.

Campaign Diaries

No Brand Diaries found.

cultural inclusion supporting young artists

Portugal

Sagres Debuts at MEO Kalorama with a Stage Inspired by the Portuguese Soul

Brand: Sagres

Campaign: MEO Kalorama Festival Stage

Source: https://www.imagensdemarca.pt/artigo/sagres-estreia-se-no-meo-kalorama-com-um-palco-inspirado-na-alma-portuguesa/

Goal: Enhance brand presence and engage festival-goers through artistic initiatives

Claim: Celebrating Portuguese identity through art and music

Media: On-site activation, visual art, music performances

Summary: Sagres debuts as the official beer of the MEO Kalorama festival, featuring a specially designed stage by illustrator Leonor Violeta, which incorporates elements of Portuguese culture in a contemporary style. The brand will have ten bars at the festival and host a showcase of emerging artists from Chelas. Additionally, a 'Gallery of Cheers' activation will capture spontaneous moments from festival attendees, creating a collective portrait of the experience.

Campaign Diaries

No Brand Diaries found.

Art brand activation festival music

Portugal

To Go Further: Sagres Gives Stage to New Talents at MEO KALORAMA

Brand: Sagres

Campaign: Residência Artística by Chelas É O Sítio

Source: https://www.imagensdemarca.pt/artigo/para-chegarem-mais-longe-sagres-da-palco-a-novos-talentos-no-meo-kalorama/

Goal: Support emerging musical talents and create professional opportunities.

Claim: Helping new artists reach a wider stage.

Media: Live showcase at MEO KALORAMA festival

Summary: Sagres, the official beer of the MEO KALORAMA festival, is supporting the Artistic Residency by Chelas É O Sítio to connect young artists with the music industry and develop their original performances. The initiative includes mentorship and showcases at the festival, promoting Portuguese culture and new talent.

Campaign Diaries

No Brand Diaries found.

artist development cultural support music

Portugal

Sagres Recovers the Tradition of Taverns with the Launch of New Sagres Mista

Brand: Sagres

Campaign: Sagres Mista Launch

Source: https://www.imagensdemarca.pt/artigo/sagres-recupera-a-tradicao-das-tascas-com-o-lancamento-da-nova-sagres-mista/

Goal: Revive a traditional Portuguese beer ritual with a contemporary twist

Claim: Traditions remain alive and relevant when they evolve over time

Media: Online survey, product packaging

Summary: Sagres has launched a limited edition beer called Sagres Mista, inspired by the Portuguese tradition of mixing golden and dark beer. Introduced on International Beer Day, this product aims to blend the freshness of a golden beer with the intensity of a dark beer, featuring a 4.7% alcohol content. The packaging design reflects traditional Portuguese taverns, inviting consumers to share their views on the cultural significance of these spaces.

Campaign Diaries

No Brand Diaries found.

Beer Portuguese culture product launch tradition

Portugal

Sagres brings more Portuguese Soul to the new music video by Bárbara Bandeira

Brand: Sagres

Campaign: Collaboration with Bárbara Bandeira for ‘Manel’

Source: https://www.imagensdemarca.pt/artigo/sagres-leva-mais-alma-portuguesa-ao-novo-videoclipe-de-barbara-bandeira/

Goal: To express Portuguese soul through a modern approach

Media: Music video

Summary: Sagres collaborates with Portuguese artist Bárbara Bandeira for her new music video 'Manel', which showcases the brand's iconic Sagres Mini beer while celebrating Portuguese tradition through a contemporary narrative. The video was shot in Alentejo, linking the brand to the region's culture, and highlights the song's themes of love, longing, and hope, enriched by a women's choir representing collective voice and memory.

Campaign Diaries

No Brand Diaries found.

music collaboration Portuguese culture

Portugal

Sagres’ Campaign for the World Cup was the Most Remembered by the Portuguese

Brand: Sagres

Campaign: Together, We Live the National Team with Cup and Soul

Source: https://www.imagensdemarca.pt/artigo/campanha-da-sagres-para-o-mundial-foi-a-mais-recordada-pelos-portugueses/

Goal: To encourage fans to support the National Team with genuine and emotional messages.

Claim: Live the support for our National Team with Cup and Soul

Summary: The campaign 'Together, We Live the National Team with Cup and Soul' by Sagres was the most recalled among Portuguese consumers during the 2026 World Cup, with a 71% recall rate. Sagres was recognized as the most prominent sponsor of the National Team with a 64% awareness rate. The campaign aimed to create a genuine connection with fans and garnered a positive emotional response, aligning with over thirty years of partnership with the Portuguese Football Federation.

Campaign Diaries

No Brand Diaries found.

Beer Marketing Campaign World Cup