My old friend, Marcelo do Rio, recently launched his brand new lager line in New York City, on the Lower East Side. Ironically, close to the very spot where I first met him at a party many years ago, back when I was in college. He had it all going for him: Tall, dark & handsome, sexy Portuguese accent, bad boy rocker tude… a whole lotta hot. But most importantly, willing to split a bottle of tequila with my best friend and I that night. We partied ’til the sun came up, and a friendship that continues to this day was born.
Some years later, Marcelo decided that his Brazilian roots were calling him back. He returned home to Rio and opened a restauraunt, CAROLINE CAFE. He’d been waiting tables since he arrived in NY, so I guess he felt he knew the biz. Turns out he was right. Several restauraunts, bars, and Trump-style deals later, he opened DEVASSA. Translated into English, Devassa means free-spirited party girl (think topless drunk chick at Carnival). Devassa was such a success, that he opened a few more nightclubs under that name, and a micro brewery.
So I asked Marcelo, why beer? He told that during his stay in NY, he was proud to drink the one Brazilian beer, XingÃº, that our favorite bar, SOPHIES, served. And now, with the success of DEVASSA, he has every reason to be proud again.
In five short years, it has caught on hard in the UK and Europe – and the US is next on it’s list. The most important Brazilian import since Cachacha itself, it’s easy to see why Devassa has become so popular so fast. Each alluring lager is named after the hair color of a beautiful woman. Blonde = Pilsen, Redhead = Pale Ale and Brunette = Dark Lager. I’ve only tried the Blonde, but she was delicious. Considering I usually go for brunettes, I can’t wait to get my hands on one of those. And while I’m not usually into Redheads, I’m willing to try anything once.
DEVASSA’S A LIBRA! Marcelo and his partners conceived the idea during the month of September. The perfect sign for a perfect slut!
Devassa, in her relentless pursuit of fun, will get you drunk. Check out the label on the back of her can:
“Devassa Blonde has all the seducing flavors of a Pilsen beer: It is clear, slightly bitter and refreshing. Devassa Tropical Lager catches your breath just like a beautiful Blonde on Ipanema beach in Rio de Janerio does. From the first sip, you will taste the high quality hops and malted barley, and like the Blonde on the beach, immediately fall in love with it”.
Watch A HARD-ON OF A BEER