Praya Lager Premium

Praya is a Brazilian craft beer brand that gained significant popularity for its 'witbier' style and its lifestyle-oriented branding inspired by Rio de Janeiro's surf and beach culture. The brand was founded in 2016 by a group of friends, including entrepreneurs and surfers, who wanted to create a high-quality product that resonated with the coastal lifestyle.

While originally an independent craft label, Cerveza Praya entered into a significant partnership with Ambev (Anheuser-Busch InBev) through its 'ZX Ventures' arm, which focuses on accelerating disruptive beverage brands. This connection allows the brand to scale its distribution while maintaining its identity as a premium, craft-focused product. The product shown is the gluten-free Lager Premium version, catering to a movement of health-conscious consumers who do not want to sacrifice the flavor of a pure malt beer.