Central de Cervejas
From Wikipedia, the free encyclopedia
| Type | Private |
|---|---|
| Founded | 1934 |
| Headquarters | Vila Franca de Xira, Portugal |
| Industry | Beverage |
| Products | Sagres |
| Production output | Beverages |
| Parent | Heineken International |
| Website | www.centralcervejas.pt |
Central de Cervejas (SCC) (full name: SCC - Sociedade Central de Cervejas e Bebidas, S.A.) is a brewery, founded in 1934 in Vialonga, Portugal. Its main output is the Sagres family of beers. The company has been controlled since April 2008, by Heineken.
Contents |
[edit] History
The company was formed under the name Centralcer in 1977 with the nationalization of the Sociedade Central de Cervejas (SCC) and the Companhia de Cerveja de Portugal (CERGAL). In 1990, the Portuguese state sold the company to Bavaria S.A. (a Colombian brewer). In 2000 the British group Scottish & Newcastle (S&N) became a major shareholder; taking full control in 2003, and changing the name of the company to SCC - Sociedade Central de Cervejas e Bebidas, S.A. In April 2008, S&N was acquired jointly by Heineken International and Carlsberg, with the company's assets being split between them. Since then, Central de Cervejas has been under control of Heineken.
[edit] Brands
SCC produces a range of beers, mainly pale lagers.[1] The main brand is Sagres which was introduced at the 1940 Exposição do Mundo Português (Portuguese World Exhibition). Sagres is the name of the south-westernmost tip of Portugal.[2] Sagres is the biggest selling brand in Portugal.[3]
Branca (5% ABV), a golden lager with an uncomplicated taste, this is the original flavour and the best-seller. Introduced in 1940.
Preta (4.3% ABV), 'black': a stout, introduced in 1940.
Bohemia (6.2% ABV), a brown beer with a more complex, wheaty taste, launched in 2005.
Bohemia 1835 (6.6% ABV), launched in 2006 as a limited edition to celebrate the 170th anniversary of the Cervejaria da Trindade.
Chopp(4.9% ABV), a pale lager, similar to Branca but with jazzier advertising. Launched in 2006, it has a lemony taste.
Zero (0% ABV), a non-alcoholic variant, launched in 2005.
[edit] Marketing
Central de Cervejas promotes the Sagres brand through a sponsorship deal with Portuguese Liga, the highest level of professional football in Portugal.
[edit] References
- ^ "Sociedad Central de Cervejas (Centralcer)(Scottish & Newcastle)". www.ratebeer.com. http://www.ratebeer.com/brewers/sociedad-central-de-cervejas-centralcerscottish--newcastle/1346/. Retrieved on 2009-06-13.
- ^ "Beer from Sagres Brewery, Portugal - Arquilla". www.arquilla-wine.com. http://www.arquilla-wine.com/beer/portugal/sagres_brewery/. Retrieved on 2009-06-13.
- ^ "Sagres". www.pierheadwines.co.uk. http://www.pierheadwines.co.uk/web/home/?te=product&pt=107. Retrieved on 2009-06-13.
