Brazilian energy drink giant Baly bets on the World Cup with six themed products, from energetics to a children’s vitamin supplement featuring influencer Enaldinho.
Baly Brasil, a 100% Brazilian manufacturer, has unveiled a limited-edition lineup for the 2026 FIFA World Cup featuring six products. The announcement was made at ExpoAPRAS 2026, the largest supermarket trade show in the state of Paraná, held from April 14–16. The concept: a complete family of beverages designed for every fan profile and every moment of the tournament.
Six products, one family for the Cup
The themed collection includes three versions of Baly Energy Drink in Caipirinha do Brasil flavor — in 250 ml, 473 ml and 1-liter cans, all alcohol-free. The lineup also features the Limão do Brasil Ice from the Intencion line, with 5% alcohol content, and the new Baly Hidrate isotonic drink in Frutas Amarelas do Brasil flavor.
Rounding out the collection is Baly Kids Laranja do Brasil, a children’s vitamin supplement developed in partnership with Brazilian influencer Enaldinho. The move extends the brand’s reach to younger audiences, making it a truly all-ages World Cup lineup.
The mystery can: green or yellow?
One of the most buzzworthy elements is the surprise experience built into the Caipirinha do Brasil energy drink can. The product will come in two color versions — green and yellow — but shoppers won’t know which one they’ve grabbed until they open it. The mechanic is designed to drive curiosity and repeat purchases at the point of sale.
Retail activations and cultural contest
The campaign goes beyond the shelf. Baly Brasil plans nationwide point-of-sale activations alongside a cultural contest offering personalized prizes such as vuvuzelas, mini flags and cooler bags. The strategy targets increased in-store traffic and stronger brand presence throughout the tournament period.
“The World Cup isn’t just about cheering — it’s about representing what’s ours. To cheer for Brazil, you have to do it with Baly, a 100% Brazilian drink from a company that believes in Brazil and in the potential of Brazilians. We are a brand with its own identity, one that understands our consumer and turns that into product. We don’t need to look outside for what we already have at home. This launch is about that: valuing our roots, strengthening the connection with people and living together the emotion of rooting for the Hexa. Because when Brazil believes in Brazil, results follow.” — Dayane Titon Cardoso, Commercial and Marketing Director at Baly Brasil
Zero sugar line and market leadership
Beyond the World Cup edition, Baly Brasil is expanding its sugar-free energy drink range. A pioneer in the segment since 2021, the company now offers 8 zero-sugar flavors in 1-liter bottles, 10 in 473 ml cans and 8 in 250 ml cans — the most complete zero-sugar lineup in Brazil. In total, the brand carries more than 30 flavor options.
Production figures underscore the brand’s dominance: 205 million liters produced in 2024, over 550 million in 2025, with a target of 1 billion liters starting in 2026. In December 2025, Baly Energy Drink held a 34.9% market share — ahead of Red Bull’s 30.3% — according to Scanntech’s ScannShare panel. In the flavored energy segment, Baly commands 80% volume share.
Immersive booth at ExpoAPRAS 2026
At ExpoAPRAS 2026, Baly is showcasing a conceptual booth designed around the image of a vault, symbolizing the brand’s value and market strength. The space features an Instagram-worthy area shaped like a giant can/tube, acting as a portal into the Baly universe. The structure prioritizes reusable materials, underscoring the company’s sustainability commitments.
Event Info
- Event: ExpoAPRAS 2026
- Dates: April 14–16, 2026
- Location: Paraná, Brazil
- Products: Baly World Cup 2026 limited edition — 6 SKUs (energy drink, ice, isotonic and children’s supplement)
- More info: https://www.balybrasil.com.br
Gostou do nosso conteúdo?
Seu apoio faz toda a diferença para continuarmos produzindo material de qualidade! Se você apreciou o post, deixe seu comentário, compartilhe com seus amigos. Sua ajuda é fundamental para que possamos seguir em frente! 😊
