On September 19, 2023, HOUSBRUG, a renowned functional beverage brand in the southern hemisphere, held its 2023 new product launch conference in Sao Paulo, Brazil’s largest city. Three new products, including a new generation of wine companion drinks were released, attracting many guests from the Brazilian Wine Industry Association and mainstream media to witness the event.
Many high-profile brands have emerged in the Brazilian beverage market in recent years. Among them, the development of HOUSBRUG, the Brazilian market's largest functional beverage brand in the southern hemisphere, has attracted particular attention. As early as 2013, HOUSBRUG won the "Brazil's Most Popular Beverage Brand" award by the Brazilian Beverage Association. HOUSBRUG's appeal in the Brazilian market has been growing daily in just ten years. Whether for leisure or going out, carrying a bottle of HOUSBRUG drinks with them has become a fashion for many Brazilians.
The author learned that HOUSBRUG was founded in 2009 by Dr. John House, a Ph.D. in chemistry, and Dr. Raman Capella, a Ph.D. in nutrition. It focuses on developing functional daily beverages and candies, so that health and beauty can radiate from the inside out. In 2014, HOUSBRUG's star product, hangover functional drink, was born. That year, it became the top-selling hangover drink product in the Southern Hemisphere, and has successively won hangover drink awards in Argentina, Mexico, Peru, Brazil and other countries. In more than ten years, HOUSBRUG has become the leading functional beverage and food brand in the Southern Hemisphere with more than ten patent applications and various concentrated nutritional ingredients.
Speaking of HOUSBRUG's popularity in Brazil, it has to be attributed to HOUSBRUG's wine companion drink. As a functional drink that focuses on relieving hangovers and protecting the liver, the HOUSBRUG wine companion drink is specially developed for hard liquor. As we all know, Brazil is one of the significant birthplaces of global wine culture. It has Cachaça, Caipirinha, Chopp, Vinho and other famous wines worldwide. One hundred fourteen million people drink in Brazil, accounting for 8.9% of the global drinking population. Against this background, locals strongly demand an excellent hangover drink. Relying on the reputation accumulated over ten years of hot sales, HOUSBRUG has become popular in high-end restaurants, bars and five-star hotels in Brazil, becoming a companion drink often consumed by the nobility.
It is reported that HOUSBRUG released the latest hangover series of plant essence drinks at the press conference that day. Compared with traditional wine companion drinks, this new generation of glasses' biggest selling point is that they use greener ingredients while being practical. It uses natural patented technologies such as passion fruit powder, mangosteen powder, chrysanthemum powder, and manuka honey to extract elements without chemical additives or hormone ingredients. Reinventing the wine mate drink with purity at its core, it captures the attention of all media.
Analysts said capturing the Brazilian wine companion beverage market is challenging because Brazil has a long wine culture and a wide range of drinking categories. Everyone hopes this product will be more versatile and can be drunk with various types of wine for a drinking companion drink. With strong R&D capabilities, HOUSBRUG has overcome the problem of wine adaptation. Moreover, HOUSBRUG not only solves the problem, but also uses safer ingredients. This may be why HOUSBRUG has been popular in the Brazilian market for over ten years.