December 3, 2021

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Feminism, Peripheral and LGBTQIA+, SP Breweries challenge prejudices: 'Criticism against a section of A and B men' |  Sao Paulo

Feminism, Peripheral and LGBTQIA+, SP Breweries challenge prejudices: ‘Criticism against a section of A and B men’ | Sao Paulo

In the back of the yard, with a suitable pot, in 2018, the first production of Cerveja Benedita began. The story may sound similar to that of many craft breweries in Brazil, but there are some differences.

It was the backyard of a house on the outskirts of the greater city of São Paulo, in Tapuaú da Serra. Destiny was improvised by Eneide Gama, with the help of her partner, 18-year-old Melissa Miranda.

“We are rowing against an entire bracket made up mainly of guys, A and B classes, who start out making beer as a hobby, and when you succeed, they have the money to invest,” Melissa says.

Even in the male-dominated sector – according to the census of independent Brazilian breweries, conducted in 2019, Only 11% of brands are run by women – , the founders of brewery Benedetta say they were never afraid to position themselves as feminists and lesbians.

Bottles of Benedetta beer on a bar table in São Paulo – Photo: Patrícia Figueiredo / g1 SP

The company’s social media profile – “Beer made by women who live the struggle to fight sociosexual labels, advocate for women, ocean and ocean” – already gives evidence of the ideals behind it.

“We are feminists for lack of choice, because there is no way that we, LGBTQIA+, have been together for 18 years. So Bendita didn’t come loaded with flags, but with our own characteristics. From our daily lives, from things we struggle with”, As Eneide says.

With strong positions, Benedita has grown on social networks among people who believe in the same agendas of the founders.

After publications against President Jair Bolsonaro and in favor of the feminist movement, the brewery lost followers, but gained support among those who continued to follow the profile.

Melissa Miranda and Inedi Gama, founders of Cerveja Benedita, founded in Taboão da Serra, in greater São Paulo – Photo: Patrícia Figueiredo / g1 SP

In recent years, in addition to rhetoric, the creators have also decided to invest in improving the four types of beer they produce. Currently, Benedita’s stationary labels — lager, India Pale Ale (IPA), American Pale Ale (APA) and witbier — are no longer made in Eneide’s backyard and Melissa’s home, but in microbreweries that lease their equipment to other producers.

The change in production was necessary to obtain registration with the Ministry of Agriculture, Livestock and Supply (MAPA), which is necessary for the sale of Benedita beer in bars and restaurants throughout greater São Paulo (See list of titles at the end of the text.), and not just for social media clients.

In addition to manufacturing and packaging, delivery logistics, distribution to bars, and brand communication are also responsible for the founders.

For them, the search for a fair price and the desire to increasingly increase production were not just dreams, but must.

“Those peripherals don’t have time to do anything as a hobby. When we show up, we do it for sale. The first batch we made is already sold out, and we’ve already gotten the cost back to a bare minimum or we’ll go bankrupt with the first launch. To us, it’s very clear that the beer industry is source of income,” says Eneide.

Benedita beer production in Pinheiros, in the western region of São Paulo, in October 2021 – Photo: Divulgação / Benedita Beer

Majority minorities

They explained that Eneide and Melissa’s attempt to create Cerveja Benedita was in order to acquire a brand that would repeat “the defense of these minority minorities”. But along the way, they discover that presenting their banners immediately can bring in new customers and intimidate others.

“There was a time when we put on the label of a beer the words “This product is the result of the solidarity economy” and the feminist symbol. And there were people who stopped following us because of the feminist symbol. So, now we have 4,700 followers, but followers identify with us,” explains Eneide.

Melissa Miranda, founder of Cerveja Benedita, serves a glass of brew at a bar in Pinheiros, in the western region of São Paulo – Photo: Patrícia Figueiredo / g1 SP

Recognizing the discourse is that beer is starting to work even among women who don’t drink beer.

“We don’t just mobilize the brewer, we mobilize a social class, and we use beer as a medium for that. But we touch on topics to be discussed. There are many people following us who don’t even drink beer,” says Eneide.

“We have clients who buy to give gifts, to friends, and clients. We have a lot of people who buy, strengthen, and believe in our mission,” Melissa celebrates.

Eneide Gama with a glass of Cerveja Benedita, created by her and Melissa Miranda, in a bar in Pinheiros, in the western region of SP – Photo: Patrícia Figueiredo / g1 SP

See where to find Benedicta Beer:

  • Caxiri Chopp (Av. São Luís 187, Center)
  • Zurafa Brewery (R. Artur de Azevedo, 1902, Pinheiros)
  • Das Bar (R. Fortunato, 133, Vila Buarque)
  • Café no Jardim (Rua Professor Fábio Fanucchi, 53, Jardim São Paulo)
  • Art Fusion Kitchen (R. Agostinho de Souza, Morro Grande, Caieiras)
  • Market Connects (R. New York, 345, Brooklin)
  • Presidenta – Bar and Cultural Space (R. Augusta, 335, Consolação)
  • Bamboo skewer (R. Haddock Lobo, 71, Cerqueira César)
  • Tudo da Terra (delivery of family farming products)
  • Chaos Brasilis (R. Medeiros de Albuquerque, 270, Vila Madalena)
  • Casca Gastrobar (R.Gonçalo Afonso, 46, Vila Madalena)

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