Um tesão de cerveja ... or

... in English, "A hard-on of a beer." Catchy and tacky all at once, which may attract some attention when the Brazilian beer that uses this slogan goes on sale in the U.S. -- especially among people who speak Portugese.

The artisanal beer is Devassa, which means "libertine" or loose woman.

It began in 2002 as a local brew sold at just a few places in Rio de Janeiro. Two years later, partners Cello Macedo, Marcelo do Rio and Joca Muller opened a brewing facility and began making three kinds of Devassas beer: blonde (pilsen), redhaired (pale ale) and brunette (dark lager).

Devassa's overall sales have jumped from 6,000 to 90,000 liters a month in the past three years. The partners have hired McCann Erickson, a major ad agency, to develop and oversee a U.S. sales campaign.

Industry analysts expect Devassa to show up first in the New York/New Jersey, Florida and Massachusetts markets which are home to the majority of the estimated 1.5 million Brazilians living in the U.S.

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