With the Brasilidades 2026 call, Ambev will invest R$ 67 million in creative economy projects, focusing on gastronomy, bars and outdoor events.
Record investment in Brazil’s creative economy
In November, Ambev launched the Ambev Brasilidades 2026 Call for Projects, committing R$ 67 million to creative economy initiatives across Brazil. In this edition, one of the strategic priorities is to strengthen food circuits, bars and outdoor experiences, treated as core expressions of Brazilian culture.
The program recognizes gastronomy and social gatherings around beer, which starts in the fields and drives a vast value chain, as key engines of economic development. In this sense, these spaces are seen as pillars of national celebrations and of Brazil’s characteristic way of meeting and socializing.
Celebrating local flavors and collective experiences
Brasilidades 2026 supports festivals, fairs, food and drink circuits and initiatives that highlight local flavors, traditional techniques and collective gatherings. The call also encompasses projects related to music, dance, audiovisual works and regional festivals, with a strong emphasis on diversity and the promotion of local identities.
“Gastronomy and bars are an essential part of the way Brazil meets, lives together and celebrates. By supporting food circuits and outdoor events, we are investing in environments where culture, gastronomy and beer meet and create connection experiences between people,” says Leandro Mendonça, Ambev’s Director of Experiential and Sponsorship, who underscores the importance of the beer category in this pillar.
Outdoor culture, public spaces and productive chains
Beyond food circuits, Brasilidades 2026 also fuels cultural and sports events held outdoors, reinforcing the role of public spaces as stages for creativity and for democratizing access to culture and leisure. By operating through State Culture and Sports Incentive Laws, the program broadens regional producers’ access to funding tools.
The strategy encourages new business opportunities and strengthens productive chains spread across the country. Thus, it helps consolidate the impact of the creative economy and expands the circulation of initiatives that celebrate Brazil’s territories and cultural diversity.
Invitation to unlock Brazil’s creative potential
“More than an incentive program, we want this call to be a gateway for thousands of Brazilians to turn their love for the country into legacy. For us, it is not just about numbers; it is about unlocking the creative power that exists in every corner of Brazil and ensuring that our cultural wealth is celebrated, boosted and accessible to all,” adds Leandro Mendonça.
Service – Ambev Brasilidades 2026 Call
What: Ambev Brasilidades 2026 Call for Creative Economy Projects
Application period: November 11, 2025 to September 30, 2026
Where: Free applications via the Prosas platform
Eligibility: Funds may be allocated to initiatives already approved or submitted under more than 20 State Culture and Sports Incentive Laws in Brazil.
Follow-up: Selection stages and guidance for supported projects can be monitored directly on the platform by applicants.
