Fogo de Chão plans U.S. soccer watch parties with new World Caip cocktail

Fogo de Chão is turning its U.S. restaurants into Brazilian-style watch-party spots for this summer’s global soccer tournament, which is returning to the United States for the first time in more than 30 years. The chain is also rolling out a limited-edition World Caip cocktail to pair with churrasco, hospitality and match-day viewing.

Why it matters: - Fogo de Chão is using the tournament to attract soccer fans looking for a more authentic, Brazil-themed viewing experience. - The promotion gives the brand a way to connect its churrasco identity with a major global sports moment. - The timing matters because the tournament is back on American soil for the first time in over three decades.

What happened: - Fogo de Chão said it is transforming its U.S. locations into Brazilian match-day watch parties this summer. - The restaurant group is pairing the events with fire-roasted meats and its hospitality-focused service model. - The brand is also introducing a limited-edition cocktail called The World Caip. - The company said fans can visit the company’s website to find locations, check broadcast schedules and make reservations.

The details: - The World Caip is a twist on the caipirinha, Brazil’s national cocktail. - The drink includes fresh strawberry and passion fruit. - The cocktail also adds a hint of heat. - A dragon fruit garnish shaped like a soccer ball is part of the presentation. - Vitor Melchior, a spokesperson for Fogo de Chão, said the goal is to bring Brazil’s game-day energy to the table. - Melchior also said the cocktail is meant to be festive and to build energy for the match.

Between the lines: - Fogo de Chão is trying to turn a sporting event into a dining occasion. - The campaign leans on national identity, not just menu innovation. - The watch-party format could help the chain capture both devoted soccer fans and customers drawn to the cultural experience.

What's next: - Fogo de Chão will run the watch parties across its U.S. restaurants during the summer tournament. - The limited-edition World Caip will be available during the promotional period. - Fans can use the chain’s website to plan visits around broadcast times and reservations.

The bottom line: - Fogo de Chão is betting that Brazilian flavor, soccer fandom and a themed cocktail can turn the tournament into a traffic driver for its U.S. restaurants.