Baly overtakes Red Bull and Monster, dominates Carnival 2026

Brazil’s largest energy drink by volume invests in activations across BA, RJ, SC and SP during the country’s biggest popular celebration, consolidating market leadership.Baly Brasil is intensifying its marketing strategy by bringing brand experiences to Carnival 2026 with an extensive activation agenda at some of the main celebration hubs across the country. The brand will be present at premium lounges, street parties and popular events in Bahia, Santa Catarina, São Paulo and Rio de Janeiro, using Carnival as a platform to expand market reach, strengthen customer relationships and associate energy and flavor with moments of celebration.Baly Brasil is a 100% Brazilian beverage company and owner of Baly Energy Drink, Brazil’s largest energy drink brand. According to Scanntech’s ScannShare panel, throughout 2025 (January to December), Baly surpassed Austria’s Red Bull every single month and led the national market in sales volume four times: in March, April, July and December, also overtaking America’s Monster. In December 2025, Baly reached 34.9% market share, compared to Monster’s 30.3%.

National strategy with regional connection

And it’s going all-in to maintain and consolidate its position in 2026. The Carnival strategy combines national reach with strong regional connection. By being present at different event formats, from street celebrations to exclusive lounges, Baly connects with diverse audiences, expands consumption occasions and reinforces its identity as a young, democratic brand aligned with Brazilian lifestyle. Activations include brand exposure, and more than just activations, the brand delivers sensory experiences and direct engagement interactions with the public.

Carnival is one of the most powerful moments for emotional connection with consumers. Being present in different cities and party formats allows us to expand our national presence, generate trial and strengthen the brand’s connection with energy, fun and flavor, always respecting the profile of each audience and each market Camila Akutsu, Marketing Manager at Baly Brasil

Complete Baly schedule for Carnival 2026

SALVADOR – BAHIA:Harém Lounge | Feb 12-17Planeta Band Lounge | Feb 12-17Baiano Lounge | Feb 12-17RIO DE JANEIRO CITY:Lounge Carioca | Feb 12-17Favela Lounge (at the sambadrome) | Feb 12-17LAGUNA – SANTA CATARINA:Skentaí Block | Feb 13Laguna Street Carnival | Feb 13-16Bloko Rosa | Feb 14Babalaô Lounge | Feb 15Bloko do Moa | Feb 15Pangaré Block | Feb 16Blokinho do Tio Clô | Feb 17GAROPABA – SANTA CATARINA:CarnaFerrugem | Feb 13-18FLORIANÓPOLIS – SANTA CATARINA:Seu Cookie Brilha Block | Feb 14Quesh Ket Chup? Block | Feb 15Se Sorrir Te Agarro Block | Feb 16Peixada do Gui | Feb 17SÃO PAULO CITY:011 Lounge | Feb 7, 13, 14, 15 and 21Photo: Disclosure