Taking it slow: Brazil’s thirst for relaxation drinks
As pressure mounts for young Brazilian professionals, can ‘slow drinks’ – the antithesis of Red Bull – really relieve the stress? And what can their sudden popularity reveal about the broader attitudes towards work, play and daily life?
Are the young Brazilians taking part in social phenomenonrolezinhosjust trouble-making delinquents? We sent digital anthropologist Luana Kaderabek to explore this new social class, and see what their experiences can tell us about modern Brazil.
Carnival is the most important festival in Brazil, where it's eagerly awaited all year long. During 2014's festivities, pop culture and current events rose to the fore, reflecting the reality of Brazil’s post-economic boom and the social unrest spreading across the country.
While much of the West is on a Go Slow from information overload, Brazil is a country defined by its relentless energy. Luciana Stein identifies opportunities for brands who can help lift flagging consumers.
When it comes to drinking, Brazilians thirst for quality as well as quantity. They’re consuming more alcoholic drinks than ever, and becoming more adventurous in their choices. As the industry continues to grow, what does the beer – and cachaça – taste like at the top?