Sagres beer reinforces its presence during Lisbon’s traditional festivities (‘Arraiais’)
Sagres® beer has always been actively involved in the city’s most popular festivities, and once again “lays anchor” in Lisbon, celebrating with its population in more than 260 different locations, including popular festivities and customer activation, reinforcing its proximity by offering its direct support to a number of festivities in several parishes in the city.
The Lisbon population and all those visiting Lisbon will have plenty to choose from to celebrate the Popular Saints “in an informal” manner. Sagres beer will be present in the festivities held in the parishes of Santa Maria Maior, São Vicente, Estrela, Santo António and Misericórdia, and raise a toast in some of Lisbon’s most emblematic neighborhoods. Where there will be traditional dances and grilled sardines, there will be ice cold Sagres beer to accompany and celebrate the most special moments in Portuguese popular culture.
To get the party moving, Sagres beer will give voice to the different neighborhoods, support marching participants, and distribute the typical sardine and basil shaped wigs. The Farra Fanfarra will surely be there too. These are a few of the highlights that will open the Popular Saints’ season.
But this isn’t all. This year, the big ‘Arraial’ in Avenidas Novas is Sagres. Taking place near Sagres Campo Pequeno, it promises to be the party in the heart of Lisbon, offering a diversified program, with live performances, among which the one by DJ Kamala.
As Sagres’ connection with culture in Lisbon is not limited to the Popular Saints, the beer brand will be once again present, for the 10th consecutive time, at the city’s Book Fair, the largest book showcase in Portugal and an important milestone in Lisbon’s cultural life, this year taking place between May 25 and June 11.
The outdoor advertising campaign “A brindar [com Sagres] todos os Santos Ajudam” (Toasting [with Sagres] all Saints Help), continuing Sagres Beer’s participation for more than eight decades in Lisbon Popular Saints’ Festivities, has already been launched. The campaign can be seen at bus stops, tram network, mupis, outdoor advertising media and in some tuks tuks.
It must also be noted that, at the beginning of the year, Sagres is the new naming of Lisbon’s most emblematic multipurpose venue, Sagres Campo Pequeno, becoming the main partner in the fulfilment of the facilities’ new era.