The "Fortaleza" campaign by Club Colombia and ABInBev is particularly relevant to the Glass Lion category because it creatively and effectively addresses the gender gap in an industry historically dominated by men. The campaign demonstrates that women are equally capable of working in beer production, despite a law that restricts the weight they can lift at work, leading to a 60% higher female unemployment rate than that of men in Colombia. By creating the world's first beer production line operated exclusively by women, "Fortaleza" inspires other women to join the industry and highlights the importance of women's inclusion in all workplaces. The campaign is a clear example of how a beer brand can advocate for gender equality in an authentic and effective way and is an inspiring example of how gender and equity issues can be innovatively addressed in advertising.

Club Colombia's Fortaleza idea for the Glass category demonstrates the brand's commitment to gender equality in the Colombian beer industry. By addressing the gender gap in unemployment and labor discrimination, Club Colombia and ABInBev created the world's first beer production line operated exclusively by women. This initiative highlights the brand's values regarding gender representation, demonstrating its commitment to diversity and inclusion in the industry. The idea also showcases the innovative use of technology to overcome gender barriers and enable women to reach their full potential in a field historically dominated by men. The briefing for the Fortaleza idea was the need to close the gender gap in the Colombian beer industry and increase the representation of women in traditionally male-dominated jobs. The campaign's goal was to inspire and motivate more women to seek opportunities in an industry that was previously inaccessible to them.

Gender inequality in Colombia is a concerning issue that creates significant obstacles for women seeking equal opportunities in the workplace. Women face a 60% higher unemployment rate than men and limited professional advancement opportunities due to gender discrimination. Furthermore, there is a law (article 392 ministry of labor: “The maximum load that a female worker, according to her physical aptitude, knowledge and experience, can lift is 12.5 kg”) that restricts women from certain job opportunities based on supposed physical limitations. This law reflects the reality of gender inequality in Colombia.

To address these issues, the Fortaleza campaign aims to promote gender equality by creating the world's first beer production line operated exclusively by women. This initiative highlights the brands' commitment to diversity and inclusion, showcasing the innovative use of technology to break down gender barriers and empower women in industries historically dominated by men.

While Colombia has made significant strides in promoting gender equality and eliminating discrimination against women, cases discrimination still persist, particularly in rural areas and marginalized communities. The Fortaleza campaign provides an example of how companies can take action to address these issues and promote a more inclusive and diverse

We created "FORTALEZA", the first mass production line of beer operated by women in the world.

We replaced all the manual equipment in our breweries, so that technology would allow them to lift the weight that the law did not allow them to lift before.

We trained women who never imagined being part of this world and turned them into experts: mechanics, operators, electricians, brewers.

And for the whole country to know them, we launched the first batch of 40,000 beers made 100% by women in a commemorative package that served as a vehicle for more women to register and apply for new job opportunities and training in our plant.

For this campaign, our target audience was adults over 25 years old who consume beer, specifically women over 25 years old. We chose this demographic because as a brand, we wanted to connect strategically with this age and gender, as women are under-indexed in terms of brand positioning and consumption compared to men. Additionally, we wanted to reach out to more women seeking employment in operational positions and connect them with the new job opportunities at Bavaria's inclusive production line.

To gather data, we partnered with AB-Inbev Colombia corporate governance team to understand the causes of the gender pay gap in our industry and explore alternative technology solutions to reduce it in our plants. Through this partnership, we developed an inclusive production line and created a special campaign and pack to launch it, aiming to raise awareness among women about the new job opportunities available.

For International Women's Day, we designed and launched the first inclusive brewing production line in the world which, supported by technology and adapted equipment can be operated 100% by women without exceeding the maximum load of 12.5KG required by law. We hired and trained female personnel to start up this new line and told the world about this great innovation with a campaign where the female operators were the protagonists, while launching and selling a special edition pack with the first 40,000 beers produced by Club Colombia on the inclusive line and a QR code inviting women to apply for job offers at our breweries and a technical training program specifically developed in partnership with the Colombian national government (SENA).

Currently, 2 more Fortaleza lines have been opened and the goal for 2026 is to have at least one in each one of AB-InBev breweries in LATAM.

Bavaria entered the Top 3 of the PAR AEquales Ranking of the most equitable companies in Colombia and the Top 6 in Latin America (position #21 to #3 and #6 post-campaign and project). As of today, 2 more inclusive lines have been opened and the goal for 2026 is to have at least one on each one of Bavaria's breweries.


+2,500 women registered for our educational technical program

+20,000 units of commemorative packaging and 40,000 beers sold in .

303M COP in credibility value of free press + influencer marketing volunteer (PR 2.0)

81% positive + neutral sentiment

+202M Impressions (YT+ FB)

Women Brand Equity from H2 2021 to H1 2022:

+0.9 Brand Power in women (from 9.8 to 10.7)

+5.9 Brand Love in women (From 53.2 to 59.1)

+1.9 Brand Consideration in women (From 73.7 to 75.6)

Reach 1,898,205 people

More than 100 women were involved in the project.

n Colombia, the unemployment rate for women is 60% higher than that of men, due among other causes to a law that restricts to only 12.5 kilos the maximum weight that Colombian women can lift at work, excluding them from job opportunities in factories and production plants which widens the labor gap between men and women. Despite every obstacle, Colombian women always stand out for their courage to achieve great things, which is why Club Colombia and Bavaria joined forces to close the gender gap by hacking Colombian law: creating AB-InBev's first Inclusive production line in order to attract more women to work in operational positions mostly occupied by men. From the purpose of Club Colombia to promote Colombianness as a force that achieves great things to Bavaria's commitment to Diversity, Equality, and Inclusion we managed to break the stereotypes that for years were maintained in the brewing industry