Paris Hilton goes down on all fours for Schincariol’s “Devassa Bem Loura”

Paris Hilton stars in Brazil in an advertising campaign by Schincariol. The brewer is launching a new product called “Devassa Bem Loura”. Devassa, a lager microbrewery, originally from Rio de Janeiro, was bought by the privately-owned Schincariol Group in 2007.

The group’s president, Adriano Schincariol, said at a recent news conference that his company plans to invest one hundred million reais (USD 54 million) in the launch of the new product.

You can watch the Devassa Bem Loura tv commercial on You Tube. It is a clever rip off of Hitchcock’s “Rear Window” movie, with Ms Hilton taking on the part of the mysterious woman.

"There will be a break in the beer market, since the product and the advertising campaign will break the codes of the category," Mr Schincariol reportedly said.

Throughout 2010 Schincariol plans to invest one billion reais (USD 540 million), with the intention of cornering about 20 percent of the beer market.

"The outlook for the beverage market is positive because it was not affected by the crisis," Mr Schincariol said.

The Brazilian beer market is estimated to have grown 5.3 percent by volume in 2009. Schincariol claims to have a market share of 13 percent.

AB-InBev dominates the Brazilian market with a market share of about 70 percent. Kaiser, owned by Heineken/FEMSA, is a distant third with 9 percent market share.

According to Plato Logic, a market research company, the Brazilian beer market will grow by 22 percent between 2008 and 2015.