When Beer Meets Brazil’s Tropical Soul

Riding the wave of global flavor trends and a thirst for more diverse drinking experiences, DEVASSA cracked open a bold new chapter: Frutassa, a fruit-flavored beer infused with tropical lemon and passion fruit.

Designed with Gen Z in mind, this was more than a product drop—it was a cultural moment. Social media lit up with playful buzz, from memes to comments like “when will these fruits start growing on trees?” Turning a beer into a conversation piece.

The results? Not just vibes. Real growth. The Tropicaê line surged from 4.3K to 17.1K hectoliters sold. A juicy win that proved once again: flavor, fun, and fearless creativity sell.