Wikipedia

Super Bock

Super Bock is a Portuguese beer brand from the Super Bock Group brewery[1] which produces a range of beers under the same name. Established in 1927, Super Bock maintains a leading position in the market and it is among the favourite beer brands of the Portuguese.[2] It is also the best-selling Portuguese beer in the world.[3]

Super Bock
LocationLeça do Balio,  Portugal
Opened1927
Owned bySuper Bock Group
Websitewww.superbock.pt/en
Active beers
Name Type
Super Bock Original Pilsner
Super Bock Stout Sweet Stout
Super Bock Green Beer with lemon juice
Super Bock Abadia Belgian Abbey
Super Bock Sem Glúten Gluten free Pilsner
Super Bock Free sem álcool Non-alcoholic Pilsner
Super Bock Free Preta sem álcool Non-alcoholic Black

History

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The Super Bock brand was born in 1927, launched as a "winter beer", directly entering the list of prestigious beers. Interestingly, Super Bock, even before being registered, won its first prize in 1926, in its presentation at the Industrial Exhibition at Palácio de Cristal, winning the gold medal.[4]

  • 1942 - In the midst of World War II, Super Bock is produced entirely with national malt, due to navigation difficulties that lead to the use of 100% national malts for beer production, for the first time[5]
  • 1964 - Inauguration of the new production center in Leça do Balio with a capacity of 25 million liters per year, where the Super Bock and the other brands of (then) CUFP will be produced.[4]
  • 1967 - The first ads appear under the slogan "The beer that exceeds your requirements"
  • 1972 - The distribution and quality network is inaugurated in Lisbon, consisting of 12 trucks[4]
  • 1986 - Super Bock reaches the leadership of the Portuguese market,[6] remaining in the preference of beer consumers to this day.
  • 1995 - Super Bock is the first Portuguese brand to name a festival, the Super Bock Super Rock, one of the biggest Music festivals [7] in Portugal.
  • 1998 and 2001 - Sponsors what are two of the biggest Portuguese cultural events ever: Expo98[8] and Porto 2001 (European Capital of Culture)[9]
  • 2003 - Launch of the Super Bock Stout, which in three months sold five million liters, the estimated value for one year[10]
  • 2004 - Launch of Super Bock Green[11] creating a new segment in the Portuguese beer market: beer mixers.
  • 2005 - Marks the entry into the non-alcoholic beers segment, with the Super Bock Twin.[12]
  • 2006 - Launch of Super Bock Tango, the first "gooseberry beer"[13] produced in Portugal and Abadia, a craft beer recipe.[14]
  • 2007- Super Bock presented the first Portuguese beer bottle made entirely of aluminium.[15] and the new range of non-alcoholic Super Bock beers – created through a partnership with the Chemical Engineering Department of Porto University's Faculty of Engineering[16]
  • 2008 - Abadia Ruby and Gold beers[17] – gourmet limited editions
  • 2009 - Super Bock Mini with easy opening – a system, which eliminates the need for a bottle opener[18]
  • 2010 - IceBocks went on sale[19] – a box to which ice can be added to cool the mini beers, Super Bock Verão was launched, a low-alcohol beer.
  • 2011 - Launch of Super Bock Classic.[20]
  • 2012 - Super Bock went through a market repositioning process, with a new slogan, "Life is Super".[21]
  • 2013 - Super Bock Selecção 1927 was launched,[22] a range of craft beers in limited and seasonal editions.
  • 2015 - the slogan was changed to "Super Bock takes Friendship Seriously".[23] In October of the same year the visitor centre "Super Bock House of Beer" was inaugurated, located in the Production Centre of Leça do Balio,[24][25] where it is possible to observe the brewing process, learn about the raw materials, as well as the stories and facts about Super Bock beer.[26][27]
  • 2017 - Super Bock marks its 90th anniversary with a new advertising campaign (this campaign will win the Gold trophy the following year in the XIV Communication Effectiveness Awards),[28] a commemorative beer that recreates the iconic bottle of the 60s, and a series of activations throughout the year, with the signature “90 years of making friends”.[29] It is also during this year that the company changes its name to Super Bock Group.
  • 2018 - Reinforcement of the range of special beers with the launch of the new Super Bock Coruja[30] brand, a beer that aims to democratize access to brewing varieties, side by side with innovation, through the "dry hopping" process (intensifies the aroma and sensory experience),[31] combined with a strong image and a creative advertising campaign, markedly marked its entry into the market.
  • 2020 - launch of Super Bock Without Gluten - the first national beer without gluten approved by the Portuguese Association of Celiacs [32] and the new limited edition Super Bock Oktober Edition inspired by the biggest beer festival in the world, Oktoberfest.[33]
  • 2021 - In line with the new needs imposed by the pandemic scenario, Super Bock launches the campaign "Friends friends, beers apart"[34]
  • Annually, since 1993, the brand sponsors the countdown to the New Year on Portuguese television.[35]

Internationalization

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Outdoor in Luanda, Angola.

Super Bock has made a strong commitment to internationalization, having established itself as the best-selling Portuguese beer in the world[36] It is currently present in more than 50 countries, with China[37] leading the list, followed by European countries, including England, France, Switzerland and Spain where, curiously, Galicia has the largest consumption of the Super Bock Non-Alcoholic Black variety.[38] The rise in these markets offsets the fall in older markets in Africa, such as Angola and Mozambique

Brands

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In a strategy to diversify the brand's flavors, Super Bock has launched, in recent years, a new and varied range of products, currently offering in the Portuguese market:[39]

  • Super Bock original
  • Super Bock Stout: Black Beer.
  • Super Bock Free: available in Original and Black versions.
  • Super Bock sem Gluten: Gluten free
  • Super Bock Green: Beer with lemon juice.
  • Super Bock Abadia: Beer with a reddish tone with a rich aroma of special malts and caramel.
  • Super Bock Selection 1927: range of craft beers.
  • Super Bock Coruja: A range of beer with aromas accentuated by Dry Hopping
  • Super Bock Alcohol Free 0.0%.[40]

Distinctions

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Super Bock was the first Portuguese beer to receive the Quality Certificate by SGS ICS (International Certification Services).[41]

Super Bock won its first grand prize at the Portuguese Industrial Exhibition held at the Palácio de Cristal do Porto in October 1926, even before being a registered trademark. Since 1975, Super Bock has competed in the international competition Monde Selection de la Qualité,[42] in which by 2020, the Super Bock Original has 46 medals won, 44 of which are gold (1977, 1978, 1979, 1980, 1981 , 1982, 1984 to 2021 and 38 of them consecutive (1984 to 2021).

The Super Bock Stout has also been awarded several times, having won in 2021 at the Monde Selection de la Qualitè, the most prestigious trophy in the International High Quality Trophy, for having achieved the highest quality standards for three consecutive years.[43] Super Bock Green accumulates 1 Grand Gold Medal, 2 Gold Medals and 2 Silver Medals. The Abadia variety, launched in 2006, achieved the first medal in the first year in which it entered the competition (2007)[44][45]

In 2005, Super Bock won two awards in the 1st edition of the Advertising Effectiveness Awards and got the best result ever in terms of notability, according to data presented to the jury of the Effectiveness Awards. Super Bock Green Campaign by Tempo OMD won the gold award. Launched in 2004, this beer created a new segment in the beverage market in Portugal – the flavoured beers – thus constituting a challenge for the company and bringing a new dynamic to the category.[46]

In 2012, Super Bock was also distinguished for the activation campaigns at the point of sale, during the 1st edition of the POPAI Awards[47]

In 2018, Super Bock wins the Gold trophy at the XIV Communication Effectiveness Awards, for the 2017 advertising campaign, “90 years of making friends”, created to celebrate the 90th anniversary of the brand.[28]

Sponsorships

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Super Bock sponsors Porto Film Festival,[48] Fantasporto, since 1989.[49][50]

Super Bock was the brand responsible for the activation of summer festivals in Portugal, with the launch in 1995 of Super Bock Super Rock[51] – a festival that from its beginning attracted some of the most prestigious bands and solo performers to Portugal.

In addition to Super Bock Super Rock, the Super Bock brand is present in major festivals and musical events that take place in Portugal. It is also the official beer of various regional celebrations in both the north and south of the country[52] – in Viana do Castelo, Ponte de Lima, Porto, Lisbon, among many others. Super Bock is also a familiar brand for students, being the sponsor of major academic events at a national level.[53]

In 1998, Super Bock was the official sponsor of Expo'98 (1998 Lisbon World Exhibition),[54] one of the largest Portuguese events, which attracted about 11 million visitors and was considered the best World Exhibition ever by BIE (the intergovernmental organization in charge of overseeing and regulating World Expos).[55] In 2001, the brand sponsored the Porto 2001 (European Capital of Culture),[54] committing once again to the promotion of cultural events.

In 2009, the first edition of the National Creative Industries Prize was promoted,[56] a pioneering initiative in Portugal, organized by Unicer, today associated with Super Bock, and Serralves Foundation,[57] which seeks to receive, evaluate and distinguish Portuguese products, services and brands that contribute to economic and social development of the country.[58][59]

In 2012, Super Bock was the official sponsor of the 7 Wonders – Beaches of Portugal initiative.[60]

Super Bock has also invested heavily in sport, through the sponsorship of football teams such as FC Porto, with a link of 3 decades[61] and Sporting CP, which already has 12 years of commitment[62]

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See also

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References

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  1. ^ "Super Bock: Characteristics". Official Website. Archived from the original on July 22, 2016. Retrieved November 13, 2015.
  2. ^ "'Super Bock' leads 'ranking' of drinks in Portugal". www.dn.pt (in Portuguese). Retrieved June 24, 2021.
  3. ^ "Pires de Lima: "A Super Bock é a marca portuguesa que mais vende no mundo" "Super Bock the best-selling portuguese beer brand"". Dinheiro Vivo (in Portuguese). March 23, 2012. Retrieved June 24, 2021.
  4. ^ a b c "Super Bock Group". www.superbockgroup.com (in Portuguese). Retrieved July 15, 2021.
  5. ^ "Casa da Cerveja". www.superbockcasadacerveja.pt (in Portuguese). Retrieved July 15, 2021.
  6. ^ Group, Super Bock. "Super Bock History" (PDF). Autentico - Super Bock Group. {{cite web}}: |last= has generic name (help)
  7. ^ "Super Bock Super Rock – História". January 13, 2016. Archived from the original on January 13, 2016. Retrieved July 15, 2021.
  8. ^ "Revista do Ano 2001 - Porto Capital da Cultura". SAPO Vídeos (in European Portuguese). Retrieved July 15, 2021.
  9. ^ "2001 Year Review – Porto Capital of Culture" (in Portuguese). SIC. August 2, 2012. Retrieved November 26, 2015.
  10. ^ Bárbara Leite (May 21, 2003). "Super Bock Stout reaches annual sales targets in three months" (in Portuguese). Negócios. Retrieved November 26, 2015.
  11. ^ Paula Brito (April 5, 2004). "Unicer invests 3 million in the launch of the new Super Bock" (in Portuguese). Negócios. Retrieved November 26, 2015.
  12. ^ "Super Bock will launch non-alcoholic beer" (in Portuguese). TVI 24. March 2, 2005. Retrieved November 26, 2015.
  13. ^ Rita Gonçalves (March 23, 2006). "Unicer launches beer with gooseberry" (in Portuguese). Hipersuper. Retrieved November 27, 2015.
  14. ^ Catarina Craveiro (March 23, 2006). "Abadia is the most successful release of Unicer" (in Portuguese). TVI 24. Retrieved November 27, 2015.
  15. ^ Victor Jorge (February 27, 2007). "Super Bock in aluminium" (in Portuguese). Hipersuper. Retrieved December 2, 2015.
  16. ^ "Unicer and FEUP have unique beer production process without alcohol" (in Portuguese). FEUP Official Website. April 2007.
  17. ^ "Super Bock launches new beers campaign for 3 million" (in Portuguese). TVI 24. March 20, 2008. Retrieved December 4, 2015.
  18. ^ Rita Gonçalves (May 29, 2009). "Super Bock Mini with innovative capsule" (in Portuguese). Hipersuper. Retrieved December 4, 2015.
  19. ^ "New Super Bock Verão and Icebocks in special edition" (in Portuguese). Briefing. May 31, 2011. Retrieved December 4, 2015.
  20. ^ Pedro Durães (May 4, 2011). "Super Bock returns to his roots with new beer" (in Portuguese). Meios&Publicidade. Retrieved December 7, 2015.
  21. ^ "Over a hundred years of history". Unicer Official Website. Archived from the original on January 12, 2016. Retrieved December 7, 2015.
  22. ^ Ana Rita Costa (April 30, 2013). "Super Bock launches Selecção 1927" (in Portuguese). Distribuição Hoje. Retrieved December 7, 2015.
  23. ^ "Super Bock volta a pedir: "Leva a Amizade a Sério" – Marketeer "Super Bock takes friendship seriously"" (in European Portuguese). July 16, 2015. Retrieved June 24, 2021.
  24. ^ "Super Bock opens house dedicated to beer" (in Portuguese). Marketeer. January 18, 2016. Archived from the original on April 9, 2016. Retrieved March 30, 2016.
  25. ^ Pedro Durães (January 18, 2016). "Super Bock House of Beer in Porto made by Omdesing" (in Portuguese). Meios&Publicidade. Retrieved March 30, 2016.
  26. ^ Rita Gonçalves (January 19, 2016). "Super Bock opens House of Beer in Porto" (in Portuguese). Hipersuper. Retrieved March 30, 2016.
  27. ^ Marco Silva (January 18, 2016). "Super Bock opens House of Beer" (in Portuguese). Imagens de Marca. Retrieved March 30, 2016.
  28. ^ a b "Super Bock recebe Ouro por". Grande Consumo (in European Portuguese). November 26, 2018. Retrieved July 16, 2021.
  29. ^ ""90 anos a fazer amigos" com Super Bock". Grande Consumo (in European Portuguese). March 8, 2017. Retrieved July 16, 2021.
  30. ^ "Coruja: as novas cervejas da Super Bock". Distribuição Hoje (in European Portuguese). February 28, 2018. Retrieved July 16, 2021.
  31. ^ s.r.o, RECO. "Coruja ou a subversão do subversivo". gqportugal.pt (in Portuguese). Retrieved July 16, 2021.
  32. ^ "Super Bock lança cerveja sem glúten". Distribuição Hoje (in European Portuguese). October 6, 2020. Retrieved July 16, 2021.
  33. ^ "Super Bock lança nova edição limitada inspirada no Oktober". Grande Consumo (in European Portuguese). September 21, 2020. Retrieved July 16, 2021.
  34. ^ Sousa, Barbara (April 13, 2021). "Super Bock Amigos Amigos Cervejas à Parte". Grande Consumo (in European Portuguese). Retrieved July 16, 2021.
  35. ^ "Super Bock assegura contagem decrescente para 2017 e primeiro anúncio do ano nas televisões". Hipersuper (in European Portuguese). December 27, 2016. Retrieved July 16, 2021.
  36. ^ "Super Bock é 'marca portuguesa que mais vende no Mundo'". Hipersuper (in European Portuguese). January 8, 2009. Retrieved July 16, 2021.
  37. ^ "Super Bock Group sobe a parada na China". Jornal Expresso (in European Portuguese). Retrieved July 16, 2021.
  38. ^ "Super Bock cresce na Galiza". Hipersuper (in European Portuguese). November 25, 2013. Retrieved July 16, 2021.
  39. ^ "Super Bock - As tuas marcas". Super Bock (in Portuguese). Retrieved July 16, 2021.
  40. ^ Dutra, Sofia. "Briefing - Isto é Super Bock Sem Álcool 0,0%". www.briefing.pt (in European Portuguese). Retrieved July 16, 2021.
  41. ^ "SGS in Portugal". SGS Official Website.
  42. ^ "Monde Selection de La Qualité 2021 distingue as marcas do Super Bock Group". www.superbockgroup.com (in Portuguese). Retrieved July 16, 2021.
  43. ^ "Super Bock conquista 8 medalhas no Monde Selection de La Qualité". Paixão pela Cerveja (in European Portuguese). April 10, 2021. Retrieved July 16, 2021.
  44. ^ "Super Bock recebe quatro Monde Selection". Hipersuper (in European Portuguese). June 19, 2007. Retrieved July 16, 2021.
  45. ^ "Unicer brands win six medals at Monde Selection de la Qualité" (in Portuguese). Briefing. April 11, 2012. Retrieved December 4, 2015.
  46. ^ Maria João Lima (November 21, 2005). "Who are the most effective" (in Portuguese). Meios&Publicidade. Retrieved December 7, 2015.
  47. ^ "Unicer: beer brands awarded in POPAI" (in Portuguese). Briefing. October 23, 2012. Retrieved December 10, 2015.
  48. ^ Sandra Barata (February 11, 2013). "Super Bock and Fantasporto" (in Portuguese). Imagens de Marca. Retrieved December 11, 2015.
  49. ^ "Fantasporto". Fantasporto Official Website.
  50. ^ "Portuguese government will distinguish Fantasporto with Cultural Merit Medal" (in Portuguese). Público. February 13, 2005. Retrieved December 11, 2015.
  51. ^ Telma Teixeira (June 28, 2013). "Super Bock Super Rock since 1995" (in Portuguese). RTP. Retrieved December 10, 2015.
  52. ^ "Music festivals and football are strategic" (in Portuguese). Diário de Notícias. July 8, 2011. Retrieved December 10, 2015.
  53. ^ "Top 10 reasons why you'll want to have an EXTRAORDINARY party at your university!" (in Portuguese). Rede UniverCidade. September 30, 2014. Retrieved December 10, 2015.
  54. ^ a b "History - Super Bock Group". www.superbockgroup.com (in Portuguese). Retrieved June 20, 2021.
  55. ^ Cláudia Costa (May 22, 2013). "Expo 98: the work that made Portugal believe" (in Portuguese). TVI 24. Retrieved December 11, 2015.
  56. ^ "National Creative Industries Prize" (in Portuguese). National Creative Industries Prize Official Website.
  57. ^ "Creative Industries: National Creative Industries Award". Serralves Official Website. Archived from the original on June 29, 2017. Retrieved December 11, 2015.
  58. ^ Mariana de Araújo Barbosa (February 7, 2015). "Creative Industries. The Innovation Prize is to be able to grow accompanied" (in Portuguese). Dinheiro Vivo. Retrieved December 11, 2015.
  59. ^ "Creative Industries National Prize Super Bock/Serralves & Next Big Idea" (in Portuguese). Aveiro University Online Newspaper. February 6, 2015. Retrieved December 11, 2015.
  60. ^ "Super Bock sponsors 7 Wonders – Beaches of Portugal" (in Portuguese). Briefing. February 8, 2012. Retrieved December 17, 2015.
  61. ^ "FC Porto - Notícias - FC Porto e Super Bock lado a lado até 2024". fcporto.pt. June 5, 2018. Retrieved July 16, 2021.
  62. ^ "Sporting CP e Super Bock renovam patrocínio". www.sporting.pt (in European Portuguese). June 7, 2021. Retrieved July 16, 2021.
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