1.5M revelers storm Paulista Sunday as Amstel celebrates a decade partnering with Acadêmicos do Baixo Augusta, featuring Péricles and epic surprises.
The City Never Sleeps lights up São Paulo
The Acadêmicos do Baixo Augusta, one of Brazil’s top street blocos, nears 20 years of street culture vibes. On Sunday (8th), the party kicks off at the Paulista-Avenida Consolação crossroads from 2 PM. Theme The City Never Sleeps honors Péricles, with Wilson Simoninha, Rael, and Kljay performing.
Amstel, pure malt from Amsterdam, doubles down on Brazilian culture. For 10 years, they’ve backed the bloco with a custom trio elétrico packed with surprises. This edition brings four trios, starring Tassia Reis, Tulipa Ruiz, and Rom Santana alongside the headliners.
By taking over public spaces with cultural movements, Amstel creates deeper connections and shared experiences.
Guilherme Bailão, Heineken Group’s sponsorship director, notes how both São Paulo and the brand have evolved over these 10 years.
Iconic past partnerships
Highlights include nods to Jorge Aragão, Brazil’s first Oscar celebration with Marcelo Rubens Paiva, and tributes to Elza Soares, Gal Costa, and Chico Buarque. Beyond SP, Amstel fuels Carnival in MG, RJ, BA, ES, SC, and PE, including the world’s biggest street bloco, Galo da Madrugada.
Event Details – Acadêmicos do Baixo Augusta Parade
Date: February 8, 2026
Gathering: 1 PM
Start: Promptly at 2 PM
End: 7 PM
Gathering at Rua da Consolação, near Avenida Paulista
More info on Acadêmicos do Baixo Augusta Instagram
Photo: Frâncio de Holanda / Press Release
