Super Bock

Super Bock
Location Leça do Balio, Portugal
Opened 1927
Owned by Unicer Bebidas de Portugal, SGPS, SA
Website www.superbock.pt/global/en
Active beers
Name Type
Super Bock Original Pale Lager
Super Bock Stout Stout
Super Bock Classic Strong Pale Lager
Super Bock Abadia Wheat Beer
Super Bock Green Lemon flavoured beer
Super Bock Sem Álcool Non-alcoholic beer
Super Bock Selecção 1927 Range of craft beers
Super Bock Mix Super Bock Mix Vodka Limão and Super Bock Mix Caipirinha

Super Bock is a Portuguese beer brand from the Unicer 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. It is also the best-selling Portuguese beer in the world.[2][3]

History

Super Bock was created in 1927 and, in 1967, its first adverts were launched under the slogan "The beer that goes beyond your expectations".[4] During the 70s, the company launched a distribution network in Lisbon with 12 delivery vans.[4]

In 1992, Super Bock became the market leader in Portugal,[5] maintaining the preference of beer consumers until today. In 1995, Super Bock was the first Portuguese brand to use product naming in a music festival. Thus, Super Bock Super Rock came to be[6] the biggest rock festival to be held in Portugal and the only one to celebrate 20 consecutive years of the best music.[7] In 1998 and 2001, Super Bock sponsors two of the largest Portuguese cultural events ever: Expo'98[8] and Porto 2001 (European Capital of Culture).[9]

Super Bock Stout, launched in 2003, sold five million litres with three months of market presence, the value the group estimated to achieve by the end of that year.[10] That same year, the brand entered the segment of non-alcoholic beers with Super Bock Twin.[11] The following year, 2004, Super Bock Green was launched,[12] marking the beginning of a new segment in the beer market in Portugal: beer mixers (flavoured beers).

In 2006, two new beers are launched: Super Bock Tango, the first "gooseberry beer" produced in Portugal,[13] and Abadia, a craft beer recipe[14] – which achieved the highest market share among new releases.

In 2007, Super Bock presented the first Portuguese beer bottle made entirely of aluminium.[15] In the same year, 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] – was relaunched. The production of the new Non-Alcoholic Super Bock begins with a base beer – Super Bock Original – from which the aromas are removed. It is then subjected to a process of alcohol removal and, in the end, flavours are returned to the beer.[17] Also a Non-alcoholic Black beer and a Non-alcoholic beer with Peach flavour were launched.[18] In October, the launch of Super Bock Non-Alcoholic Lemon reinforces the range of Unicer non-alcoholic beers.[19]

In 2008, Abadia Ruby and Gold beers[20] – gourmet limited editions – were launched, the same year when Super Bock XpresS bottle[21] was announced – a pressure bottled beer, a partner product of the pressure beer system for domestic use (Super Bock XpresS) that had been put on the market in 2006.[22] During 2008, the brand began a process of restyling of its entire range.[23]

Super Bock Mini with easy opening – a pioneering system, which eliminates the need of a corkscrew[24] – hits the market in 2009. Following this launch, in 2010 begins the sale of the IceBocks[25] – a box to which ice can be added to cool the mini beers -, and is launched the first edition of Super Bock Verão,[26] a more refreshing and low-alcohol beer.

Also in 2010 the range of Super Bock Non-Alcoholic 0.0% has been extended with the launch of a new flavour: Apple. The brand seized this launch to present a new image for its non-alcoholic flavoured beers.[27]

The big focus in 2011 was the launch of Super Bock Classic.[28] In 2012 Super Bock went through a market repositioning process, creating a new brand signature: "Life is Super".[29]

In 2013, Super Bock Selecção 1927 was launched,[30][31] a range of craft beers in limited and seasonal editions.

In 2015, the best-selling Portuguese beer in the world took on a new commitment with Portuguese consumers, and changed its signature to "Super Bock takes Friendship Seriously".[32][33] At the same time, Super Bock launched a new range of beers – Super Bock Mix Vodka Lemon and Super Bock Mix Caipirinha – in order to meet the needs of urban consumers, and focusing on night markets.[34][35]

In January 2016, Unicer opened the visitor centre "Super Bock House of Beer", located in Leça do Balio Production Centre.[36][37] There you can watch the brewing process, discover the raw materials used to make beer, as well as stories, curiosities and remarkable moments of Super Bock beer.[38][39]

Internationalization

Outdoor in Luanda, Angola.

Super Bock beer has a cult status among English football supporters; many discovered it during the UEFA Euro 2004 championship in Portugal. However, its history with the supporters of Manchester United goes back into the early 1990s thanks to games against teams like F.C. Porto in the UEFA Champions League and Boavista F.C. in the 2001–02 UEFA Champions League.

Actually Super Bock has been strongly committed to internationalization,[40] especially in European countries (including France[41] and England[42]) and Portuguese speaking countries (namely Brazil,[43] Angola[44][45] and Mozambique[46]), establishing itself as the best-selling Portuguese beer in the world.[47]

The main export market continues to be Angola,[48] where the group's best-selling brand beer is Super Bock.[49]

In 2014, Super Bock extends its export market to Arab countries, with the arrival of the first containers with half a million liters of Super Bock Non-Alcoholic 0.0% to Saudi Arabia[50] – thanks to a dealcoholisation process that does not stop the fermentation stage and allows the preservation of the beer's essential characteristics.[51] After entering the market of Saudi Arabia with Super Bock Non-Alcoholic beers, Unicer now wants to expand its presence in the Middle East.[52]

Brands

According to a brand flavours' diversification strategy, Super Bock beer is currently available in several varieties in the Portuguese market,[53] including:

Distinctions

Super Bock was the first Portuguese beer to receive the Quality Certificate by SGS ICS (International Certification Services).[55]

Super Bock range has about 68 gold awards in the international competition Monde Selection de la Qualité, since 1977, between Great Gold Medals and Gold Medals.[56][57] Presently, Super Bock Original sums up 32 consecutive gold medals.[58] Super Bock Stout was awarded 10 times: one Grand Gold Medal, six Gold Medals and three Silver Medals. Super Bock Green has one Grand Gold Medal, two Gold Medals and two Silver Medals. The Abadia variety, launched in 2006, won its first medal in its first participation (2007).[59][60]

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.[61]

Unicer Beers – Super Bock and Carlsberg – were distinguished by activation campaigns at point of sale, during the 1st edition of POPAI Awards. In total, Super Bock and Carlsberg received nine awards, specifically four gold, three silver and two bronze trophies.[62]

Sponsorships

Super Bock sponsors[63] Porto Film Festival, Fantasporto, since 1989.[64][65]

Super Bock was the brand responsible for the activation of summer festivals in Portugal, with the launch in 1995 of Super Bock Super Rock[66] – a festival that from its beginning attracted some of the most prestigious bands and solo performers to Portugal, to act on national stages and even Spanish and Angolan stages. In 2015, the festival returns to Lisbon, celebrating its 20th anniversary in Parque das Nações.[67]

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, at north and south of the country[68] – in Viana do Castelo, Ponte de Lima, Porto, Lisbon, among many others. Super Bock is also a close brand to the students with the sponsor of major academic events, at national level.[69]

In 1998, Super Bock was the official sponsor of Expo'98 (1998 Lisbon World Exhibition),[4] 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).[70] In 2001, the brand sponsors the Porto 2001 (European Capital of Culture),[4] committing once again to the promotion of cultural events.

In 2009, the first edition of the National Creative Industries Prize was promoted,[71] a pioneering initiative in Portugal, organized by Unicer, today associated with Super Bock, and Serralves Foundation,[72] which seeks to receive, evaluate and distinguish Portuguese products, services and brands that contribute to economic and social development of the country.[73][74]

In 2012, Super Bock was the official sponsor of the 7 Wonders – Beaches of Portugal initiative.[75]

Super Bock has also strongly backed sports through the sponsorship of football teams such as Sporting CP,[76] FC Porto,[77] and Clube de Futebol "Os Belenenses"[78]

See also

References

  1. ↑ "Super Bock: Characteristics". Official Website.
  2. ↑ "'Super Bock' leads 'ranking' of drinks in Portugal" (in Portuguese). Diário de Notícias. March 7, 2005. Retrieved November 13, 2015.
  3. ↑ "Super Bock maintains the leadership in the space occupied in linear" (in Portuguese). Marktest. June 17, 2014. Retrieved November 13, 2015.
  4. 1 2 3 4 "Brands – Beer: Super Bock". Unicer Official Website.
  5. ↑ "Case Study: Super Bock" (in Portuguese). Superbrands Portugal. 2008.
  6. ↑ "History". Super Bock Super Rock Official Website.
  7. ↑ "Super Bock Super Rock Festival celebrates 20 years in Parque das Nações" (in Portuguese). Negócios. December 3, 2014. Retrieved November 26, 2015.
  8. ↑ "History: World Expo’98". Parque Expo Official Website.
  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. ↑ "Super Bock will launch non-alcoholic beer" (in Portuguese). TVI 24. March 2, 2005. Retrieved November 26, 2015.
  12. ↑ Paula Brito (April 5, 2004). "Unicer invests 3 million in the launch of the new Super Bock" (in Portuguese). Negócios. 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. ↑ Filipe Pacheco (May 4, 2007). "What is the purpose of Super Bock Peach" (in Portuguese). Público. Retrieved December 2, 2015.
  18. ↑ "Unicer wants to grow 25% in the non-alcoholic beers this year" (in Portuguese). Dinheiro Digital. January 23, 2007. Retrieved December 4, 2015.
  19. ↑ Victor Jorge (October 26, 2007). "Lemon reinforces Super Bock beers without alcohol" (in Portuguese). Hipersuper. Retrieved December 4, 2015.
  20. ↑ "Super Bock launches new beers campaign for 3 million" (in Portuguese). TVI 24. March 20, 2008. Retrieved December 4, 2015.
  21. ↑ Rita Gonçalves (June 3, 2008). "Draught Super Bock now in bottle" (in Portuguese). Hipersuper. Retrieved December 4, 2015.
  22. ↑ Maria João Lima (November 15, 2006). "Super Bock launches draught beer for home use" (in Portuguese). Meios&Publicidade. Retrieved December 4, 2015.
  23. ↑ "Case Study: Super Bock" (PDF) (in Portuguese). Superbrands Portugal. 2009.
  24. ↑ Rita Gonçalves (May 29, 2009). "Super Bock Mini with innovative capsule" (in Portuguese). Hipersuper. Retrieved December 4, 2015.
  25. ↑ "New Super Bock Verão and Icebocks in special edition" (in Portuguese). Briefing. May 31, 2011. Retrieved December 4, 2015.
  26. ↑ Ana Marcela (July 19, 2011). "Super Bock goes with the flow" (in Portuguese). Dinheiro Vivo. Retrieved December 4, 2015.
  27. ↑ "Non-Alcoholic Super Bock with a taste of apple" (in Portuguese). Hipersuper. May 12, 2010. Retrieved December 7, 2015.
  28. ↑ Pedro Durães (May 4, 2011). "Super Bock returns to his roots with new beer" (in Portuguese). Meios&Publicidade. Retrieved December 7, 2015.
  29. ↑ "Over a hundred years of history". Unicer Official Website.
  30. ↑ Ana Rita Costa (April 30, 2013). "Super Bock launches Selecção 1927" (in Portuguese). Distribuição Hoje. Retrieved December 7, 2015.
  31. ↑ "Super Bock reinforces range of craft beers with Selecção 1927" (in Portuguese). Essência do Vinho. July 25, 2013. Retrieved December 7, 2015.
  32. ↑ Ana Gaboleiro (April 17, 2015). "Super Bock takes Friendship seriously" (in Portuguese). Imagens de Marca. Retrieved December 9, 2015.
  33. ↑ "Super Bock wants more toasts to friendship" (in Portuguese). Marketeer. April 20, 2015. Retrieved December 9, 2015.
  34. ↑ "Vodka lemon or caipirinha? Super Bock releases the two" (in Portuguese). Público. May 15, 2015. Retrieved December 9, 2015.
  35. ↑ Rui Oliveira Marques (May 5, 2015). "Super Bock now with Vodka Lemon and Caipirinha" (in Portuguese). Meios&Publicidade. Retrieved December 9, 2015.
  36. ↑ "Super Bock opens house dedicated to beer" (in Portuguese). Marketeer. January 18, 2016. Retrieved March 30, 2016.
  37. ↑ Pedro Durães (January 18, 2016). "Super Bock House of Beer in Porto made by Omdesing" (in Portuguese). Meios&Publicidade. Retrieved March 30, 2016.
  38. ↑ Rita Gonçalves (January 19, 2016). "Super Bock opens House of Beer in Porto" (in Portuguese). Hipersuper. Retrieved March 30, 2016.
  39. ↑ Marco Silva (January 18, 2016). "Super Bock opens House of Beer" (in Portuguese). Imagens de Marca. Retrieved March 30, 2016.
  40. ↑ "Exports of Unicer offset falls in domestic market" (in Portuguese). Porto 24. March 22, 2012. Retrieved December 17, 2015.
  41. ↑ "Super Bock expects to grow 10% in sales in France" (in Portuguese). Público. April 24, 2009. Retrieved December 17, 2015.
  42. ↑ Nuno Carregueiro (October 26, 2001). "Unicer expands in England; International sales grow 13% in 2001" (in Portuguese). Negócios. Retrieved December 17, 2015.
  43. ↑ "Unicer starts producing Super Bock in Brazil in December" (in Portuguese). RTP. October 17, 2013. Retrieved December 17, 2015.
  44. ↑ "Super Bock Angola "Saca Fácil" with new campaign" (in Portuguese). Marketeer. January 12, 2015. Retrieved December 17, 2015.
  45. ↑ "Unicer sends 120 million litters of beer to Angola" (in Portuguese). Diário de Notícias. December 4, 2010. Retrieved December 17, 2015.
  46. ↑ Luís Lopes (November 19, 2014). "Super Bock launches first campaign in Mozambique" (in Portuguese). Imagens de Marca. Retrieved December 17, 2015.
  47. ↑ Tiago Carrasco (April 26, 2015). "Draught or bottle? 125 years of brewing" (in Portuguese). Sábado. Retrieved December 17, 2015.
  48. ↑ Victor Jorge (February 26, 2009). "Unicer provides 95% of Portuguese beers imported by Angola" (in Portuguese). Hipersuper. Retrieved December 18, 2015.
  49. ↑ Paula Brito (April 1, 2014). "Unicer launches new campaign for Cristal Mini Easy Opening in Angola" (in Portuguese). Dinheiro Vivo. Retrieved December 18, 2015.
  50. ↑ "Super Bock comes to Saudi Arabia without alcohol and with lemon, apple and pomegranate flavours" (in Portuguese). Público. May 4, 2007. Retrieved August 26, 2013.
  51. ↑ "Unicer introduces Tuesday dealcoholisation process" (in Portuguese). TVI 24. April 9, 2007. Retrieved December 18, 2015.
  52. ↑ Sara Ribeiro (June 6, 2014). "Super Bock beer for Muslims" (in Portuguese). Sol. Retrieved December 18, 2015.
  53. ↑ "Your Beer". Official Website. Retrieved December 9, 2015.
  54. ↑ "This is 0.0% Non-Alcoholic Super Bock" (in Portuguese). Briefing. August 4, 2014. Retrieved December 9, 2015.
  55. ↑ "SGS in Portugal". SGS Official Website.
  56. ↑ Ana Catarina Monteiro (April 8, 2015). "Pedras and Super Bock recognized abroad" (in Portuguese). Hipersuper. Retrieved December 2, 2015.
  57. ↑ Margarida Martins (April 13, 2012). "Gold for Super Bock and Pedras Water" (in Portuguese). Público. Retrieved December 2, 2015.
  58. ↑ "Super Bock and Pedras with international awards" (in Portuguese). Epicur. Retrieved December 2, 2015.
  59. ↑ Rute Gonçalves Marques (June 19, 2007). "Super Bock receives four Monde Selection" (in Portuguese). Hipersuper. Retrieved December 4, 2015.
  60. ↑ "Unicer brands win six medals at Monde Selection de la Qualité" (in Portuguese). Briefing. April 11, 2012. Retrieved December 4, 2015.
  61. ↑ Maria João Lima (November 21, 2005). "Who are the most effective" (in Portuguese). Meios&Publicidade. Retrieved December 7, 2015.
  62. ↑ "Unicer: beer brands awarded in POPAI" (in Portuguese). Briefing. October 23, 2012. Retrieved December 10, 2015.
  63. ↑ Sandra Barata (February 11, 2013). "Super Bock and Fantasporto" (in Portuguese). Imagens de Marca. Retrieved December 11, 2015.
  64. ↑ "Fantasporto". Fantasporto Official Website.
  65. ↑ "Portuguese government will distinguish Fantasporto with Cultural Merit Medal" (in Portuguese). Público. February 13, 2005. Retrieved December 11, 2015.
  66. ↑ Telma Teixeira (June 28, 2013). "Super Bock Super Rock since 1995" (in Portuguese). RTP. Retrieved December 10, 2015.
  67. ↑ Ana Rute Silva (December 3, 2014). "Super Bock Super Rock settles at Parque das Nações in 2015" (in Portuguese). Público. Retrieved December 10, 2015.
  68. ↑ "Music festivals and football are strategic" (in Portuguese). Diário de Notícias. July 8, 2011. Retrieved December 10, 2015.
  69. ↑ "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.
  70. ↑ Cláudia Costa (May 22, 2013). "Expo 98: the work that made Portugal believe" (in Portuguese). TVI 24. Retrieved December 11, 2015.
  71. ↑ "National Creative Industries Prize" (in Portuguese). National Creative Industries Prize Official Website.
  72. ↑ "Creative Industries: National Creative Industries Award". Serralves Official Website.
  73. ↑ 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.
  74. ↑ "Creative Industries National Prize Super Bock/Serralves & Next Big Idea" (in Portuguese). Aveiro University Online Newspaper. February 6, 2015. Retrieved December 11, 2015.
  75. ↑ "Super Bock sponsors 7 Wonders – Beaches of Portugal" (in Portuguese). Briefing. February 8, 2012. Retrieved December 17, 2015.
  76. ↑ Catarina Nunes (January 8, 2010). "Super Bock surrenders to football" (in Portuguese). Expresso. Retrieved December 17, 2015.
  77. ↑ Elisabete Felismino (August 29, 2014). "Media return of Super Bock grows 20% with focus on football" (in Portuguese). Económico. Retrieved December 17, 2015.
  78. ↑ Filipe Pacheco (August 28, 2009). "Super Bock sponsors Belenenses until 2012" (in Portuguese). Negócios. Retrieved December 17, 2015.
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