Eisenbahn named master sponsor for The Town 2027

Eisenbahn, a premium beer brand from the HEINEKEN Group, has announced its return as the master sponsor and official pure malt beer for the 2027 edition of The Town festival. The event is scheduled to take place on September 4, 5, 6, 11, and 12, 2027, at the Autódromo de Interlagos in São Paulo.

Building on its previous participation, the brand will bring back its 'Eisen Rock Station' platform to strengthen its connection to the rock music scene. The partnership aims to provide new experiences for festival attendees and reinforce the brand's strategic focus on music. Giovanna Abreu, senior marketing manager at Eisenbahn, stated that the return underscores music as a primary pillar of the brand's identity.