Possibly the best lager ever. With a light taste and a good consistency of freshness this alcohol beverage can be considered a beer for everybody.
In August 2013 Sagres beer announced the renewal of its sponsorship to the National Football Team for another three years, in other words, for the 2013/2016 period, in a relationship that began in 1993.
In July 2013, Sociedade da Água de Luso posts its corporate website online.
With the aim of consolidating its success and fulfilling its consumers' expectations, Luso de Fruta decided to expand its product range to respond to the different drinking occasions, innovating once again with the launch of two new formats, the 33cl can and the 2-litre bottle. At the same time Luso de Fruta launches a new multi-media campaign with the slogan "It's natural that you like it" with the participation of Victoria Guerra, Gonçalo Teixeira and Pedro Rodil.
Água de Luso, the leading national brand of natural mineral water in the domestic bottled water market, continues to innovate with its recently launched silver label and capsule on its glass bottles (1L, 50cl, 25cl). With the aim of consolidating its premium position, it emphasises the brand’s elegance and sophistication in the restaurant, hotel and bar segment. In addition to its renewed image, the label’s back contains an image of MALO CLINIC TERMAS LUSO, inviting consumers to visit its website and find out the benefits of this spa in the village of Luso.
As symbols of Portugality, two of SCC's portfolio brands, Sagres beer and Água de Luso were selected as "the beer" and "the water" to be present at the Portuguese pavilion, the Cacilheiro (ferryboat) Trafaria Praia, artistically recreated by Joana Vasconcelos for the Venice Art Biennale held between June 1 and November 24, 2013.
On May 17, Sagres beer, the leading beer brand in the domestic market, launched a new multimedia campaign that aims to reinforce the brand’s position as the Beer of all the Portuguese, whether living in Portugal or abroad.
The new campaign celebrates the pride we feel in the simple pleasures of the Portuguese life, which we often only value when we are abroad, including our beaches, sun, sea, gastronomy, sense of humour and our Sagres beer.
Água de Luso, a natural mineral water and top-selling national brand in the bottled water segment, launched on the first 7-litre bottle in the Portuguese market on April 24, 2013, reinforcing its leadership in terms of product and packaging innovation in its respective category.
More economical, family-friendly and practical, the new bottle is a new addition to Água de Luso’ large formats, which already includes the 5.4-litre one launched in 2012. This new Luso format, designed to meet the needs of Portuguese households, offers consumers a larger quantity of Água de Luso for a truly economical and competitive price, that is, 10% less per litre in relation to the 5.4 litre bottle.
Sagres, the leading beer brand in the domestic market, has just launched Sagres Radler, inspired on a Bavarian recipe that combines Sagres with natural lemon juice in a doubly refreshing drink with a low alcohol content.
The new fresh and tasty Sagres Radler, with only 2% alcohol by volume, is available in a green bottle with translucent labels which enable to reflect the drink’s naturalness and refreshing qualities. To make it even easier to drink, the bottle has an easy open capsule and is best drunk when nice and cool.
Sagres Radler was produced to satisfy thousands of consumers, offering a new sensation of Freshness and Flavour.
SAGRES®, the top selling Beer brand in Portugal developed a campaign to launch its new communication platform in the football area called, “Sagres Somos Futebol”, which aims to reinforce the brand's support to the Portuguese populations' favourite sport, celebrating the emotions of football parties.
End of March
SAGRES® beer teams up as sponsor of Joana Vasconcelos' largest individual exhibition, which opens to the public tomorrow at Palácio Nacional da Ajuda, in Lisbon. The exhibition, curated by Miguel Amado, will be held in the palace's former royal quarters and reflects the artist's work undertaken in the last decade, displaying some of her iconic works like A Noiva (The Bride), Coração Independente (Independent Heart) or Marilyn, side by side with some of her more recent works, like Lilicoptère, Perruque or War Games not previously displayed in Portugal.
LUSO DE FRUTA®, a brand owned by Sociedade da Água de Luso, launched the new Orange variety to its existing range of flavours, which includes Lemon, Red Berries, Passion Fruit and Apple.
In the scope of its Corporate Social Responsibility, Sociedade Central de Cervejas e Bebidas (SCC) renews its protocol with the Vila Franca de Xira Town Hall (CMVFX) which aims to help the council's more impoverished families as well as social welfare associations. The global amount of the protocol is 100 000 Euros.
The Competition Authority Board decides not to oppose the merger operation between NSDU/Ativos SODICEL.
SAGRES® beer, the top selling beer in Portugal, and Água de LUSO, Natural Mineral Water, the leading brand in the domestic bottled waters’ market, once again deserved the Portuguese consumers’ trust, being distinguished by the Reader’s Digest 2013 edition as a most “Trusted Brand”. This is the result of a Most Trusted Brands voting made by 12 000 subscribers, from a total of 85,000, who spontaneously answered a written questionnaire, which had an 8% response rate.
Cabinet approves new regime for the sale and consumption of alcoholic beverages in public places and in places open to the public. As "a public health measure, it seeks to create barriers to adolescent drinking, namely by raising the legal drinking age and corresponding sale prohibition, in line with the recommendations of the World's Health Organization». This diploma introduces "age limit differentiation" in that it establishes that only those 18 and above are allowed to buy and drink higher alcohol content beverages and spirits, while the legal age for buying and drinking wine and beer continues to be 16.
Água de Luso and exprimentadesign inaugurate the exhibition entitled “Pureza” (Pureness), displaying the works of eight Portuguese authors, namely Álvaro Siza Vieira, João Luís Carrilho da Graça, Joana Vasconcelos, João Louro, Fernando Brízio, Miguel Vieira Baptista, Jorge Silva and Ricardo Mealha. The authors, from quite different artistic backgrounds, were invited to design their own interpretation of Água de Luso’s symbolic and historic heritage, the proceeds of which will revert to Abraço association. “Pureza”, the event which will close Água de Luso’s 160th anniversary commemorations and mark the opening of the new temporary premises of experimentadesign, takes the public on a journey to the future, forecasting what Água de Luso will look like 160 years from now.
SAGRES® beer launches new Facebook page exclusive to the Angolan market, with the aim of reinforcing the brand's presence among its Consumers. With this new launch, Sagres beer, leader in the domestic market, aims to consolidate its growing share in the Angolan market.
Água de LUSO®, a Natural Mineral Water and national leading brand in the bottled water segment, creates new Facebook page and Youtube channel to reinforce the brand's position among Consumers. The new platforms, created in the scope of the brand's 160th anniversary also reinforce Água de LUSO®'s digital communication.
NSDU, a company which is part of the SCC Group, announces the agreement according to which it intends to purchase Sodicel’s beverage sales and distribution business. Sodicel is one of the largest beverage distributors for the Horeca channel, in Portugal, with the highest share of SCC drinks’ portfolio sales. Sodicel started its business as a distributor for SCC in 1959 in the district of Leiria, later on expanding its distribution network to different areas in the districts of Lisbon, Castelo Branco and Santarém
HEINEKEN®, world leading brand in the premium beer segment, launches TV campaign in Portugal based on new James Bond film, “SKYFALL™”, premièred in Portugal on October 26. The publicity campaign, also shown in cinemas across the country, was performed by Daniel Craig and Bérénice Marlohe, in an atmosphere of great adventure. It also included Heineken®'s innovative global campaign, “Crack the Case”.
SAGRES® beer launches new campaign on various communication platforms in the Angolan market to reinforce Sagres mini®'s position. The campaign's protagonist is the Angolan Calado Show and its slogan is “Show de Frescura”. The campaign was carried out on TV, radio, outdoors, digital media and POS.
For the fifth consecutive year, SCC and its Brands were present at GreenFest, held at Centro de Congressos do Estoril between September 26 and 30. GreenFest is the largest sustainability event held in the country and celebrates the best that is done in three different areas: economy, social and environment.
SAGRES® reinforces its focus in Angola with the launch of Sagres mini ® Can.
The city of Coimbra received the X Entronização da Confraria da Cerveja (Beer Brotherhood Enthronement Ceremony).
SCC/SAL publishes and discloses its Sustainability Report for 2011, the format and contents of which are aligned with the Brewing a Better Future Program defined by the HEINEKEN Group to which we belong and with our Corporate Social Responsibility policy.
The functional water beverages Formas Luso and Ritmo Luso, produced by Sociedade da Água do Luso, have just revamped their image to reinforce their market position and their relationship with Consumers.
And as it celebrates its 40th anniversary, Sagres mini launches the first mini size aluminium bottle in the market, with a modern and innovative design which not only speeds up the cooling process but also shines when exposed under black light as a result of the ultraviolet ink used in some of its graphic elements. Under the creative motto “When out at night, mini transforms itself” the aim of this modern package is to create an even closer relationship with consumers, always available at drinking times. It will be gradually available, mostly for night time consumers, at selected nightclubs and bars.
Água do Cruzeiro, bottled and distributed by Sociedade Central de Cervejas, renovates its image, now displaying a more modern and contemporary logo.
Simultaneously with the renovated image in all available formats (33CL, 50CL, 1,5L) Água de Cruzeiro just launched the 5.4 litre bottle in the market. The new bottle format is more environment-friendly as it enables to make a more efficient use of the plastic, making it more ecologic.
Sagres mini celebrates the summer arrival with a new advertising campaign under the slogan "We are Summer".
Luso de Fruta is distinguished at the 21st edition of the Masters of Distribution in the Waters - Products category.
Água de Luso, launches a new 5.4 litre bottle in the domestic and exports market, which is not only more economical but also more environment-friendly.
Inauguration of the Beer Museum, consisting of a Museological Nucleus and a Brewery. SCC contributed by lending part of its collection pieces.
Heineken, the premium beer in the brand portfolio of Sociedade Central de Cervejas e Bebidas, was the winner of Rock in Rio’s Sustainable Attitude Competition - Partners in the Suppliers category.
Sagres beer and AHRESP, Associação da Hotelaria, Restauração e Similares de Portugal (Portuguese National Association of Food and Beverages) in a partnership with the Setúbal Town Hall have just inaugurated the nine new Restaurant and Bar sidewalk esplanades in the rehabilitated sections of Avenida Luísa Todi and neighbouring areas.
Heineken beer, the official beer of Rock in Rio Lisbon 2012, will be encouraging visitors to drop their empty cups at Heineken Green Rocks for recycling during the World’s greatest music and entertainment event. This is part of this Premium beer brand’s international commitment with social responsibility and environmental sustainability.
Sagres beer has yet again innovated with the launch, exclusive to its HORECA channel clients, of new differentiated refrigerating equipment. These new devices have a lower environmental impact, as they can cut down energy consumption up to 45% in comparison to the ones currently used in the market.
Sagres launches innovative website to get even closer to its Consumers – the “Sagres TV”.
CELCE (Club Español de Coleccionismo Cervecero) chooses Portugal and SCC for its annual convention to celebrate its 25th anniversary.
In April Sagres launches a new advertising campaign to support the National Team for Euro 2012. This new campaign features very famous names like Paulo Bento, Jani Gabriel, Rita Andrade and Os Azeitonas.
Ronald Den Elzen is SCC's new CEO.
Zon and Central de Cervejas associate again with the Portuguese Cardiology Foundation to support Heart Month.
Água de LUSO® reduces once again, the PET of its packagin.
Cerveja SAGRES® innovates and launches QR codes in the market, which allow access to exclusive content.
SAGRES BOHEMIA® was again distinguished for its superb quality at the 2012 edition of the prestigious competition Monde Selection de la Qualité winning a gold medal for the seventh consecutive year.
For the third consecutive year, Água de LUSO® the top selling natural mineral water in the still bottled water segment, was awarded a Grand Gold Medal, the highest distinction granted by the prestigious competition, Monde Selection de la Qualité.
Once again, as part of its Corporate Social Responsibility Policy, SCC helps the "Make a Wish" foundation to fulfil the wishes of children and young people with life threatening diseases.
Água de LUSO® starts brand’s 160th anniversary celebrations (1852-2012) with a ceremony held today in the village of Luso. Starting today and throughout 2012, the reference "160 years” will be displayed in the brand’s communication materials, including all packaging labels.
Fundação Luso raises Community’s awareness to the importance of preserving Água de LUSO®’s natural reserves.
SAGRES® renovates its image and reinforces Portugality.
Água de LUSO® is the official sponsor of the Portuguese Cycling Federation.
As part of its Corporate Social Responsibility policy for 2012, Sociedade Central de Cervejas e Bebidas (SCC) has just renewed its financial support protocol, in the total amount of 100 000 Euros, with the Vila Franca de Xira Town Hall (CMVFX) which, like last year, will be given to the more impoverished families.
Água de LUSO® and LIDL Solidary Campaign results in a donation of 25,000 Euros to Caritas Portuguesa.
Cerveja SAGRES® and Água de LUSO® once again distinguished with Reader's Digest Most Trsuted Brands award.
LUSO DE FRUTA® , the innovative drink produced by Água de LUSO® and part of the drinks’ portfolio of Sociedade Central de Cervejas e Bebidas, was nominated as Product of the Year by Portuguese consumers at the 8th edition of the Product of the Year Marketing Innovation Awards in the fruit-flavoured waters’ category.
HEINEKEN® to sponsor Optimus Alive 2012.
Água de LUSO® launches new apple-flavoured LUSO DE FRUTA®, an addition to its existing flavour range: lemon, red berries and passion fruit.
HEINEKEN® extends its partnership with James Bond to the new film “SKYFALL”.
HEINEKEN® invites Portuguese consumers to the Champions’ League final in Munich.
A SAGRES PURO MALTE® beer has just launched a website challenging all consumers to test their palates as beer tasters.
GUINNESS®, the world’s top selling stout, distributed in the Portuguese market by SCC, launches the new GUINNESS Original® in Portugal.
Sagres beer launches Sagres Puro Malte, an intense-flavoured special edition beer, made from selected cereals and unique ingredients, such as aromatic hops.
HEINEKEN® and SAGRES PRETA CHOCOLATE® are distinguished with Eurobest awards.
HEINEKEN®, a premium beer brand in SCC’s portfolio is the official sponsor of Rock-in-Rio Lisbon 2012.
Água de LUSO® and cerveja SAGRES® were Spontaneous Notoriety winners at the 2nd edition of the guide "Marcas que Marcam”.
Central de Cervejas is awarded the Grand Prize Sapo for the SAGRES PRETA CHOCOLATE® “Somos Gulosos” work, at a ceremony which distinguishes the best digital communication works.
Invited by Sociedade Central de Cervejas e Bebidas, the Duke of Bragança visited SCC’s Vialonga brewing plant.
In 2011, the European Year of Volunteering, SCC publishes its own Volunteering Guide. Our Commitment … with Volunteering aims to commit and engage its internal staff in volunteering in the community, through various actions in line with the values and principles of the Company’s Social Responsibility Strategy.
In September, Água de LUSO® launches the Premium bottle Limited Special Edition, Serra do Bussaco.
The 25cl format of SAGRES Panaché® is launched in August, whilst CERGAL® beer is now available in the Angolan market.
APCER certifies Central de Cervejas and Sociedade da Água de Luso’s Food Safety Management System in line with the ISO 22000 standard.
In July, SAGRES® and Água de LUSO® officialize the partnership with Tecnicil Indústria, signing an agreement for the products distribution and exclusive sale in Cape Verde.
SAGRES® innovates once again with the launch of a new dispensing column which offers cooler Sagres draught beer thanks to its modern Sub 00 system.
SAGRES® beer, launches Sagres Festa, a limited edition which promises to celebrate and liven up the summer.
The new 1-litre SAGRES® bottle in launched in the market on June 1 by Sociedade Central de Cervejas e Bebidas.
Integrated in SCC’s Corporate Site - http://www.centralcervejas.pt, a Micro Site on Responsible Drinking is designed. The purpose of this site is to provide information to the public in general, both on an internal and external level, about our commitment and position on alcoholic beverage Responsible Consumption.
A study undertaken by DECO (Portuguese Association for Consumer Protection) on bottled waters places Água de LUSO® in the top position in terms of its global quality in the still water category.
The brand JOI® presents a renewed visual identity and a new fruit flavoured Entertainment claim!
SAGRES® beer launches one more innovation in the Mini format, SAGRES mini® Zero (alcohol free).
Several of SCC' beer brands introduce the new Green Coolers, with low environmental impact and consuming up to 38% less energy than the previous standard coolers.
Água de LUSO® launches another new product: the Fruit-flavoured Luso. Água de LUSO DE FRUTA® combines Luso natural mineral water with fruit juice and is available in three flavours: berries, lemon and passion fruit.
In May RITMO LUSO® launches a new limited summer edition, Lemon Balm & Mint.
SAGRES PRETA CHOCOLATE® launches its own website, the first one in the world to be entirely made of chocolate. To create this website, 60 Kilograms of chocolate were used and it took over 80 hours to elaborate all the pieces which are found on this site.
SAGRES® beer was yet again distinguished for its undeniable quality at the 2011 edition of the prestigious Monde Selection de la Qualité competition, wining another three Gold Medals. In addition to this, Sagres was also awarded the International High Quality Trophy 2011, the most prestigious distinction in this initiative and only given to beers which have won Grand Gold Medals and Gold Medals for three consecutive years. By winning another Gold Medal, SAGRES® Branca (Lager) now has a total of 12 Gold Medals won at this important and celebrated international competition. SAGRES BOHEMIA® was also awarded a Gold Medal for the sixth consecutive year, making it the only Portuguese gourmet beer ever to attain this level of recognition. SAGRES® Preta (Stout) was also awarded a Gold Medal by the Monde Selection de la Qualité competition, attesting the beer’s excellence and quality.
Água de LUSO®, the leading Portuguese bottled still natural mineral water, is awarded for the second consecutive year the highest distinction at the prestigious Monde Selection de la Qualité competition, the Grand Gold Medal.
In April, Água de Luso, the top Portuguese bottled natural mineral water presents its new vision, which includes a renewed image, signature and campaign. “Água de Luso, Gerações Saudáveis”, is the campaign’s new slogan and aims to appeal to the daily adoption of healthy habits by Portuguese families.
Sagres beer’s new advertising campaign is aired under the motto “Sagres Somos Nós”, the primary aim of which was to strengthen the domestic market’s leading beer brand’s personality. Luís Figo, Soraia Chaves, João Manzarra, Expensive Soul and Rita Andrade are the protagonists in this new campaign. Furthermore, a new hymn was also produced for the brand interpreted by the Portuguese band, Expensive Soul, which is also featured in the film, along with Tim from the band, Xutos e Pontapés and Diogo Dias from the band, Klepht.
Also in March 2011, the results of the fourth edition of the Brands’ Magnetic Fields were made public. In their respective categories, Luso and Sagres were considered by the Portuguese as the most magnetic brands in 2010.
March was also the month when Central de Cervejas launched Sagres Preta Chocolate beer in the market, an exclusive innovation developed for the first time in Portugal. Sagres Preta Chocolate is a limited edition, which results in a perfect blend between Sagres Preta’s smooth caramel notes and the intense aroma of chocolate.
Desperados, the tequila flavoured beer is launched in the domestic market in March.
Sagres and Luso receive Reader's Digest Most Trusted Brands Award 2011. This is the fifth consecutive time that Sagres receives this award in the Beer category, while Luso receives it for the second consecutive time in the Bottled Water category.
Central de Cervejas repositions and renames its Exports area to Sagres and Luso World (SLW).
Sagres Panaché is voted by consumers as Product of the Year at the 7th edition of the Marketing Innovation Awards.
Sagres beer adds an aluminium foil cover, known as Seal, to its 33cl and 25cl beer cans, a pioneer innovation in Portugal.
SCC’s “Our Commitment” project wins the Green Action Award at the Green Festival 2010.
Sociedade Central de Cervejas e Bebidas (SCC) and MALO Tojo (MT), a company belonging to the MALO Group, which works in wine production and sale, established a new partnership which involves the sale and distribution, on an exclusivity regime, of a wine on tap brand called Vinhócopo as well as bottled wine, under the brand names of malored, malorosé and malowhite.
Zon and Sagres beer sign a 4-year contract to sponsor the Portuguese Professional Football League, now called Liga ZON SAGRES.
The 5-litre Sagres keg is distinguished with the Distribution Masters 2010 in the alcoholic beverages category, at the 19th edition of Distribution Masters.
Sagres wins the Marketeer Awards 2010 in the Large Consumption category.
SCC gradually and voluntarily adds a Responsible Consumption – Enjoy in Moderation Seal on the labels and packs of all its alcoholic Sagres beer references, as a more visible appeal to responsible drinking.
Sagres beer is again distinguished for its high quality at the 2010 edition of the prestigious Monde Selection de la Qualité competition, winning 3 gold medals ( Sagres Branca, Sagres Bohemia and Sagres Zero) and 1 Grand Gold Medal (Sagres Preta) in the 4 applications submitted to the contest.
Água de Luso is awarded the Grand Gold Medal at the Monde Selection 2010 competition.
Sagres Zero beer and its respective portfolio have a new image designed to make the brand appear younger, more modern and contemporary.
The Sagres brand is voted, for the fourth consecutive time, as the Most Trusted Brand 2010. Likewise, Água de Luso is also elected for the first time as the Most Trusted Brand 2010 in a new category.
A new chapter opens in the history of the Luso Thermal Spa, with the official inauguration of its classic thermal facilities. The site of Fundação Luso was also launched this same month.
Sociedade Central de Cervejas e Bebidas 5-litre Sagres keg was elected by consumers as one of the most innovative products in the market during the 6th edition of the “Product of the Year” Marketing Innovation Awards, more specifically in the Special Beer category.
- Weight: 8kg