Proa Cervejaria is an independent craft brewery from Brazil, known for experimentation and storytelling in its limited editions. For the launch of Íris, an American Pale Ale, we were challenged to bring visibility to a style often overshadowed by IPAs, positioning it as a beer that surprises through quality and balance.

Challenge & Strategy
The concept was built around the metaphor of hurricanes with female names — historically underestimated, but often the most devastating. Translating this narrative into the brand experience, we created an omnichannel launch that combined teasers, pre-sale activations, digital storytelling, and a simultaneous release across more than 10 bars and beer shops.
The result: the entire production sold out in one week (vs. one month projected), with above-average ratings on Untappd and strong community engagement.