Sagres is present as the official beer of the MEO KALORAMA festival for the first time, representing a debut moment for the brand at the event. Sagres's activation strategy goes beyond simple brand presence at the festival venue.
The brand developed an approach that integrates art, music, sustainability, and social impact, intending to transform the festival into a space dedicated to reinterpreting the so-called "Portuguese Soul." This strategy aims to create differentiated experiences for festival-goers.
Sagres thus seeks to establish a deeper connection with the MEO KALORAMA audience, using the festival as a territory to communicate Portuguese cultural values through initiatives that combine creativity and social responsibility.
