The story
The Super Bock brand was born in 1927, launched as a "winter beer", directly entering the list of prestigious beers. 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.
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
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.
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
1986 - Super Bock reaches the leadership of the Portuguese market, 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 in Portugal.
1998 and 2001 - Sponsors what are two of the biggest Portuguese cultural events ever: Expo98 and Porto 2001 (European Capital of Culture)
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2003 - Launch of the Super Bock Stout, which in three months sold five million liters, the estimated value for one year
2004 - Launch of Super Bock Green 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.
2006 - Launch of Super Bock Tango, the first "gooseberry beer" produced in Portugal and Abadia, a craft beer recipe.
2007- Super Bock presented the first Portuguese beer bottle made entirely of aluminium. 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
2008 - Abadia Ruby and Gold beers – gourmet limited editions
2009 - Super Bock Mini with easy opening – a system, which eliminates the need for a bottle opener
2010 - IceBocks went on sale – 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.
2012 - Super Bock went through a market repositioning process, with a new slogan, "Life is Super".
2013 - Super Bock Selecção 1927 was launched, a range of craft beers in limited and seasonal editions.
2015 - the slogan was changed to "Super Bock takes Friendship Seriously". 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, 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.
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), 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”. 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 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), 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 and the new limited edition Super Bock Oktober Edition inspired by the biggest beer festival in the world, Oktoberfest.
2021 - In line with the new needs imposed by the pandemic scenario, Super Bock launches the campaign "Friends friends, beers apart"
Annually, since 1993, the brand sponsors the countdown to the New Year on Portuguese television.
From Wikipedia’s article on Super Bock, shared under CC BY-SA 4.0.5