Associação Brasileira de Bebidas

What Associação Brasileira de Bebidas does

Associação Brasileira de Bebidas (ABRABE) is a private, non-profit trade association founded in 1974 and headquartered in São Paulo, Brazil, that represents approximately 30 alcoholic beverage manufacturers and importers operating in Brazil. Its members span all major alcoholic beverage categories — beers, distilled spirits, wines, and sparkling wines — and include both international groups (Heineken, Diageo, Pernod Ricard, Bacardi, Campari, Moët Hennessy, Brown-Forman, Beam Suntory) and domestic producers (Aurora, Companhia Müller, Engarrafamento Pitú, Grupo Thoquino, Cervejaria Ashby, Convención São Paulo). The association serves as the unified industry voice for regulatory representation, advertising self-regulation, sustainability programming, and responsible consumption messaging directed at Brazilian consumers and policymakers.

ABRABE's core offerings are not commercial products but rather industry coordination programs and public-facing campaigns. Its primary initiatives include Sem Excesso, a responsible consumption awareness platform launched in 2011 with active Facebook and Instagram channels; Ecogesto, a sustainability program aligned with Brazil's National Solid Waste Policy (PNRS) spanning environmental, social, and economic pillars; Glass is Good, the largest glass reverse logistics program in Brazil, originally initiated by Diageo and transferred to ABRABE sector-wide management in 2019; the Manual de Boas Práticas no Universo Digital, a digital marketing guidelines document published in Portuguese and English; and an advertising self-regulation framework that extends CONAR's Brazilian Advertising Self-Regulation Code to digital channels. The organization does not develop proprietary technology products beyond its corporate website (abrabe.org.br), which uses standard age-verification gates and hosts member resources, press materials, and initiative pages.

The association is funded through membership dues paid by its associated beverage companies and operates with a small staff of 1–10 employees. Its revenue is not publicly disclosed. ABRABE sells no products or services to end customers; instead, it derives its financial sustainability exclusively from member contributions under a recurring subscription-style dues model. Its geographic scope is Brazil-only (national), and it distributes its public-facing messaging through owned digital media, partnerships with traffic safety authorities (DETRAN SP, DETRAN Paraná), retail channels (Assaí Atacadista, Cooperativa Vira Lata for glass collection), and multi-entity coalitions such as the #VidaComEquilíbrio movement. Leadership is provided by an executive president — currently Cristiane Foja — supported by member company representatives on governing committees.

Name

Associação Brasileira de Bebidas

Legal name

Associação Brasileira de Bebidas

Website

https://abrabe.org.br

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Associação Brasileira de Bebidas (ABRABE) is a Brazilian non-profit trade association founded in 1974 representing approximately 30 alcoholic beverage manufacturers and importers, coordinating industry self-regulation, sustainability programs, and responsible consumption initiatives.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Membership dues: ABRABE is funded through membership dues paid by its associated beverage companies (cervejas, destilados, vinhos, refrigerantes). No specific revenue figures are publicly disclosed.

Distribution channels1 record

Marketing channels9 records

Core offering

ABRABE is a nonprofit trade association that represents beverage manufacturers and importers in Brazil, coordinating sector initiatives in regulatory representation, advertising self-regulation, sustainability, and responsible consumption. Its flagship offerings include the Sem Excesso responsible consumption platform (operating since 2011), Ecogesto sustainability program aligned with Brazil's National Solid Waste Policy, and the Glass is Good reverse logistics program for glass packaging recycling. ABRABE is funded through membership dues from approximately 30 associated beverage companies.

Product overview

ABRABE (Associação Brasileira de Bebidas) is a trade association representing the Brazilian alcoholic beverage industry. The organization offers a portfolio of social responsibility and sustainability initiatives rather than commercial products. Its core offerings include the Sem Excesso platform for responsible consumption awareness, the Ecogesto sustainability program, and the Glass is Good reverse logistics initiative for glass recycling. Additionally, it provides the Manual de Boas Práticas no Universo Digital, a comprehensive guideline document for digital marketing ethics in the alcoholic beverage sector, supported by the organization's Autorregulamentação Publicitária framework aligned with CONAR's self-regulation code.

Differentiator

Problem solved

Functional benefit

Brands

• Sem Excesso: Responsible consumption awareness platform launched in 2011, promoting moderation in alcohol consumption through social media campaigns and educational initiatives.
• Ecogesto
• Glass is Good

Products and services

• Sem Excesso A platform for responsible alcohol consumption that disseminates messages about conscious drinking, moderation, and awareness. Active since 2011, it includes social media presence on Facebook and Instagram with weekly posts about moderation, and has expanded to include influencer and chef partnerships (e.g., chef Érick Jacquin).
• Ecogesto A sustainable attitude initiative aligned with Brazil's National Solid Waste Policy (PNRS), focusing on environmental, social, and economic sustainability pillars for the beverage sector.
• Glass is Good A pioneering glass reverse logistics program that collects and recycles glass bottles, partnering with retailers like Assaí Atacadista and cooperatives (Cooperativa Vira Lata) for sustainable glass reuse. Recognized as the largest glass reverse logistics initiative in Brazil.
• Manual de Boas Práticas no Universo Digital (Digital Good Practices Manual) A comprehensive digital marketing best practices manual (available in Portuguese and English) providing guidance for alcohol beverage marketing in digital media, ensuring compliance with advertising self-regulation and protection of minors.
• Autorregulamentação Publicitária (Advertising Self-Regulation Framework) Support for the Brazilian Advertising Self-Regulation Code through CONAR, providing efficient instruments against irresponsible alcohol advertising, including Annexes A-P related to alcoholic beverages.

Quantifiable outcome

• The Glass is Good program is the largest glass reverse logistics initiative in Brazil, originally initiated by Diageo and scaled to a sector-wide program managed by ABRABE.
• +2 more outcomes

Named customers32 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, minor and moderate.

• Abrasel (Associação Brasileira de Bares e Restaurantes)coreGTM or Marketing Partner · 11 August 2021ABRABE and Abrasel co-launched the multi-entity campaign 'Diga Não Ao Comércio Ilegal de Bebidas Alcoólicas' at the 33rd Abrasel National Congress (August 2021). The partnership addresses illegal alcohol trade and supports bars and restaurants, particularly in the context of post-COVID recovery.
• Chef Érick JacquinminorGTM or Marketing Partner · 1 January 2020Chef Érick Jacquin partnered with ABRABE for the 'Não seja a vergonha da celebração' campaign across ABRABE's and Sem Excesso's social media channels. The collaboration pairs gastronomy with responsible alcohol consumption messaging.
• DETRAN SP (Departamento de Trânsito de São Paulo)coreGTM or Marketing Partner · 1 January 2018DETRAN SP partnered with ABRABE's Sem Excesso platform for the Semana Nacional do Trânsito (National Traffic Week), featuring virtual reality experiences and educational activations. Cristiane Foja appeared on the Tamo Junto radio program (Radio Capital) discussing Maio Amarelo.
• DETRAN ParanácoreGTM or Marketing Partner · 1 January 2018Sem Excesso arrived in Paraná through a partnership with DETRAN Paraná during the Semana Nacional do Trânsito, featuring virtual reality experiences to promote responsible driving and alcohol awareness.
• CONAR (Conselho Nacional de Autorregulamentação Publicitária)coreStrategic or Co-development PartnerABRABE is a strong supporter of CONAR's Brazilian Advertising Self-Regulation Code, which has been an efficient instrument in combating irresponsible alcoholic beverage advertising since 1980. ABRABE's Manual de Boas Práticas extends CONAR's principles specifically to digital channels.
• Associação Vida Urgente (Hospital das Clínicas de São Paulo)moderateStrategic or Co-development PartnerABRABE sponsors activities of the Grupo Interdisciplinar de Estudos de Álcool e Drogas (GREA) and the Vida Urgente orthopedist organization, both linked to Hospital das Clínicas de São Paulo. These academic partnerships support research and education on alcohol use.
• Prefeitura de São Paulo / Companhia de Engenharia de Tráfego / Comando de Policiamento de TrânsitocoreStrategic or Co-development PartnerIn 1996, ABRABE created the 'Se Beber, Não Dirija' slogan in partnership with the City of São Paulo, the Traffic Engineering Company (CET), and the Transit Police Command — a landmark public health initiative that has been sustained for over 25 years.
• KPMGmoderateStrategic or Co-development PartnerABRABE commissioned KPMG to produce the landmark study 'Estudo ABRABE: uma visão inéditas do setor de bebidas' (An unprecedented view of the beverage sector). The study and its key indicators were featured in the Journal Valor Econômico in November 2019.
• Assaí AtacadistamoderateGTM or Marketing PartnerIn September 2019, the Glass is Good program partnered with Assaí Atacadista and Cooperativa Vira Lata to inaugurate glass reverse logistics collection points at Assaí stores, scaling the program beyond event venues to retail locations.
• Cooperativa Vira LataminorGTM or Marketing PartnerCooperativa Vira Lata is a partner in the Glass is Good reverse logistics initiative, handling the collection and processing of glass packaging in partnership with Assaí Atacadista and under ABRABE's program management.
• WORLD HEALTH ORGANIZATION (OMS/PAHO)moderateStrategic or Co-development PartnerABRABE aligns its harmful alcohol reduction agenda with World Health Organization (WHO) guidelines and PAHO directives. The association's mission explicitly references WHO's Development Saudável (Healthy Development) objective as a guiding principle.
• DiageocoreStrategic or Co-development PartnerDiageo originally led and funded the Glass is Good reverse logistics program for glass packaging in Brazil. In 2019, the initiative was transitioned to ABRABE management to become a sector-wide program, reflecting Diageo's and ABRABE's joint commitment to scaling sustainable practices across the industry.
• Multiple industry entities (Multicentidades)coreGTM or Marketing PartnerIn August 2021, ABRABE participated in the launch of the '#VidaComEquilíbrio' movement, a multi-entity initiative uniting the alcoholic beverage sector to promote responsible consumption messaging during the gradual return to in-person activities post-pandemic.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Scotch Whisky Association: Trade body representing Scotch whisky producers on regulation, taxation and responsible marketing — comparable in function to ABRABE's distilled-spirits advocacy for members like Diageo, Pernod Ricard and Bacardi.
• Brewers Association: US trade association for craft and small brewers, providing advocacy, education and sustainability programming — a parallel model to ABRABE's combined large-producer and specialty-beverage representation.
• International Alliance for Responsible Drinking (IARD): International alliance of beverage alcohol producers focused on responsible drinking initiatives and global standards — comparable as an industry-coordinated social-responsibility body that ABRABE's Sem Excesso program mirrors at national level.
• Wine Institute: Trade association of California wineries conducting advocacy, self-regulation and sustainability programs for the wine industry — directly comparable to ABRABE's wine-sector representation.
• The Portman Group: UK alcohol industry social responsibility body that administers codes of practice on alcohol marketing and sponsorships — closely comparable to ABRABE's CONAR-aligned self-regulation and Sem Excesso responsibilities.
• Spirits Europe: European trade body representing spirits producers on regulation, sustainability and responsible drinking — analogous to ABRABE's role for international spirits brands operating in Brazil.
• Distilled Spirits Council of the US (DISCUS): US national trade association representing distilled spirits producers, performing regulatory advocacy, advertising self-regulation and responsible-drinking campaigns — directly comparable to ABRABE's role for spirits producers in Brazil.
• CERVBRASIL (Associação Brasileira da Indústria de Cerveja): Brazilian beer industry trade association representing brewers on regulatory and policy matters — the closest national-level peer for the beer portion of ABRABE's membership.
• The Beer Institute: National trade association for US brewers, focused on regulatory representation, public policy, and social responsibility programs — directly comparable to ABRABE's representation of beer producers in Brazil.

Regional players

• Comité Interprofessionnel du Vin de Champagne (CIVC): Interprofessional trade body governing the Champagne appellation, with regulatory and self-regulation functions — a structurally analogous organization serving wine producers, though geographically focused on a specific French region rather than a national market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/abrabe
• Facebookfacebook.com/abrabebr
• Instagraminstagram.com/sem_excesso
• LinkedInlinkedin.com/company/abrabe-oficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Associação Brasileira de Bebidas