The world’s best-selling bourbon appears at major carnival venues, including an exclusive cocktail menu at Camarote Allegria in Sapucaí, Rio de Janeiro.
Brazilian Carnival receives, in 2026, a boost straight from Kentucky. Jim Beam, the world’s No. 1 bourbon, is present at some of the season’s main venues and events, bringing its versatility to the heart of the celebration and showing that the spirit also pairs with heat, music and outdoor festivities.
In Rio de Janeiro, the brand focuses one of its most strategic moves of the season. Present at five major city events, Jim Beam will be featured at Camarote Allegria, at Marquês de Sapucaí, where it will present an exclusive cocktail menu created by Alex Mesquita, one of Brazil’s leading mixology experts. The recipes explore different labels from the brand’s catalog in Brazil, translating the bourbon profile into combinations designed for the intense rhythm of the avenue.
Carnival is an important showcase to demonstrate the strength of our portfolio in Brazil. We have a diverse catalog, ranging from the classic Jim Beam White to extensions like Apple, Honey and Black Cherry, and this allows us to create light and refreshing combinations, designed for summer and to accompany the energy of the celebration Lizandra Freitas, general director of Suntory Global Spirits operations in Latin America
In São Paulo, the brand joins Camarote Samba, at Sambódromo do Anhembi, with cocktails made from Jim Beam portfolio labels throughout the parades.
National presence
The schedule expands to other regions of the country. In Goiás, there are 46 events during the season, including the traditional Carnaval da Rua do Lazer, which brings together 10 bars. In Santa Catarina, the highlight is Camarote Freguesia Santo Antônio. In Pernambuco, the brand participates in the “A Cidade do Seu Carnaval” initiative at Shopping RioMar.
In major capitals, Jim Beam reinforces its strategy for Carnival 2026 with activations and special menus developed for the season.
About Jim Beam
Jim Beam is the world’s best-selling bourbon, crafted by eight generations of the same family since 1795. Fred Noe and Freddie Noe, 7th and 8th generation Master Distillers, remain faithful to the family recipe, maintaining a 230-year tradition. In Brazil, the portfolio includes Jim Beam White, Jim Beam Black 7 years, Jim Beam Apple, Jim Beam Honey, Jim Beam Rye and Jim Beam Black Cherry.
About Suntory Global Spirits
Headquartered in New York, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited from Japan. Present in nearly 30 countries, the company emerged in 2014 when Suntory, Japan’s leading beverage manufacturer, acquired whiskey producer Beam Inc. Currently, it employs about 6,000 people in offices, distilleries and sales and has its products sold in 69 countries.
In Brazil, where it has maintained its own operation since 2019, Suntory distributes the bourbons Jim Beam and Maker’s Mark, the Japanese whiskies Yamazaki, Hakushu, Hibiki and Chita and the Spanish gin Larios, among other globally-reaching brands.
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Photo: Jim Beam/Disclosure
