Central de Cervejas
Encyclopedia
Sociedade Central de Cervejas (SCC) (full name: SCC – Sociedade Central de Cervejas e Bebidas, S.A.) is a Portuguese
brewery
, founded in 1934. Its main output is the Sagres brand of beers. The company has been controlled since April 2008 by Heineken.
Centralcer – Central de Cervejas, E.P. is incorporated in 1977 as a result of the merger of Sociedade Central de Cervejas, S.A.R.L. (incorporated in 1934) with Cergal - Cervejas de Portugal, S.A.R.L. (incorporated in 1972).
Centralcer – Central de Cervejas, S.A. was therefore created as a result of the above-mentioned company’s conversion into a joint stock company, regulated according to Decree-Law no. 300/90 of the 24th September. The Company’s total share capital is privatised in 1990, and it is the first operation of this kind to be undertaken in Portugal. The Bavaria Group
purchases a shareholding in Centralcer - Central de Cervejas, S.A., and becomes one of its main shareholders.
In 2000, there is a further alteration to the company’s shareholding structure, as a result of its sale to VTR-SGPS, S.A., a group of Portuguese investors (Parfil, BES, Fundação Byssaia Barreto, Olinveste and Fundação Oriente), amongst whom are the inheritors of SCC’s founding shareholders. In its turn and in the summer of the same year, this group assigned a 49% share to the international brewing group Scottish & Newcastle.
In terms of the Group’s organisation restructuring, the merger of Centralcer – Central de Cervejas, S.A. in Centralcontrol S.G.P.S., S.A. (merging company) was concluded in December 2001. The new merged entity changed its corporate denomination to SCC - Sociedade Central de Cervejas, S.A., as well as its head office, which is now located at the factory premises.
In 2003, Scottish & Newcastle
purchases Parfil’s total shareholding, assuming total control of Sociedade Central de Cervejas and Sociedade da Água de Luso.
In December 2004, the Company became known as SCC - Sociedade Central de Cervejas e Bebidas, S.A., a name that reflects in a better way, the scope of its activity, which not only includes beer, but also other drinks, such as water and soft drinks.
In 2007, after a consortium was set up between Carlsberg and Heineken a takeover bid was made for the acquisition of the Scottish & Newcastle Group. As a result of the negotiations, the acquisition was accomplished, with Heineken taking over the control of Sociedade Central de Cervejas e Bebidas (SCC) on the 29th April 2008, following the conclusion of the Consortium’s acquisition of Scottish & Newcastle (S&N). This consortium was dissolved after the deal was completed and the traditional healthy relationship between both groups remained touched.
SCC produces a range of beers, mainly pale lagers. Sagres brand was born in 1940 as a prestige beer, to represent Sociedade Central de Cervejas at the Portuguese World Exhibition inaugurated in May 1940. Sagres is named after a town of the same name
, a small village located in the most south-westerly point of Europe, and where sailors learned all about the navigation science. With a similar fate to the caravels that left from Lisbon to faraway lands, Sagres was the first beer to be exported, arriving first in Gibraltar, and moving on to the Azores and the Overseas Territories of Angola, Cape Verde Islands, Guinea Bissau, Sao Tomé and Principe, Timor, Goa, Macau and Mozambique. Nowadays Sagres beer is present in almost every corners of the world, wherever there is a Portuguese community.
Sagres (5,0% abv): is a pale lager
(branca) made of 100% natural product, brewed according to exclusive traditional methods with water, malt, cereals which have not been malted and a rigorous selection of the finest hops. No additives or preservatives are used in its brewing. Moderately rich, it has a dry and pleasantly bitter taste. It is light and has a golden colour. Sagres was the first Portuguese brand to launch the Mini version (20cl), a success among consumers because of it small size and constant freshness.
Sagres Preta (4,3% abv): is a dark Munich type of beer
, moderately rich, with a pleasant caramel “bouquet”. For many, it is “the alternative drink to an immense minority who want to know the difference”. For many years, Sagres Preta was the only dark ale in the domestic market.
Sagres Bohemia (6,2% abv): is an auburn beer, with an intense character, fruity aroma, creamy foam and a reddish amber colour. It was launched in 2005
Sagres Bohemia Reserva 1835 (6,6% abv): Launched in 2006 as a limited edition to commemorate the 170th anniversary of Cervejaria da Trindade, Sagres Bohemia 1835 delivers an alcohol content of 6.6%.
Sagres Zero (0,3% abv): is a light non-alcoholic beer, with a refreshing character and the taste of the Original Sagres beer. It was launched in 2005.
Sagres Zero Preta (0,3% abv): is a beer type Munich with a strong trace of malt and a smooth bitterness. The first non-alcoholic Sagres dark ale beer was launched in 2007.
Sagres Zero Limalight (0,3% abv): is a light non-alcoholic beer with natural lemon extract. Launched in March 2008.
Sagres Special Editions: as part of Sagres innovation strategy, once or twice a years special editions with limited quantities are launched to the market. Some examples like Sagres Preta Chocolate (chocolate-flavored dark ale beer) or Sagres Festa (regular Sagres but with 4,2% alcohol and -2º filtration process) have turned into huge market success.
Sagres has a long-term sponsorship deal with the Liga Portuguesa Futebol, the highest level of professional football (soccer) in Portugal. As a result, the league is officially called Liga ZON Sagres. Sagres is also the official sponsor of the Portuguese National Team since 1993. Besides that, Sagres beer is also official sponsor of many professional teams, like Benfica, Braga, Olhanense and Académica Coimbra.
Portugal
Portugal , officially the Portuguese Republic is a country situated in southwestern Europe on the Iberian Peninsula. Portugal is the westernmost country of Europe, and is bordered by the Atlantic Ocean to the West and South and by Spain to the North and East. The Atlantic archipelagos of the...
brewery
Brewery
A brewery is a dedicated building for the making of beer, though beer can be made at home, and has been for much of beer's history. A company which makes beer is called either a brewery or a brewing company....
, founded in 1934. Its main output is the Sagres brand of beers. The company has been controlled since April 2008 by Heineken.
History
Sociedade Central de Cervejas was established in 1934, with the aim of selling the beers produced by the former breweries, Companhia Produtora de Malte e Cerveja Portugália, Companhia de Cervejas Estrela, Companhia de Cervejas Coimbra and Companhia da Fábrica de Cerveja Jansen. In 1935, and after 99 years of activity, Fábrica de Cervejas Trindade was integrated by Sociedade Central de Cervejas (SCC).Centralcer – Central de Cervejas, E.P. is incorporated in 1977 as a result of the merger of Sociedade Central de Cervejas, S.A.R.L. (incorporated in 1934) with Cergal - Cervejas de Portugal, S.A.R.L. (incorporated in 1972).
Centralcer – Central de Cervejas, S.A. was therefore created as a result of the above-mentioned company’s conversion into a joint stock company, regulated according to Decree-Law no. 300/90 of the 24th September. The Company’s total share capital is privatised in 1990, and it is the first operation of this kind to be undertaken in Portugal. The Bavaria Group
Bavaria Brewery
Bavaria is the second largest brewery in the Netherlands. The company, which produces five million hectolitres of beer annually, is based in the town of Lieshout, North Brabant...
purchases a shareholding in Centralcer - Central de Cervejas, S.A., and becomes one of its main shareholders.
In 2000, there is a further alteration to the company’s shareholding structure, as a result of its sale to VTR-SGPS, S.A., a group of Portuguese investors (Parfil, BES, Fundação Byssaia Barreto, Olinveste and Fundação Oriente), amongst whom are the inheritors of SCC’s founding shareholders. In its turn and in the summer of the same year, this group assigned a 49% share to the international brewing group Scottish & Newcastle.
In terms of the Group’s organisation restructuring, the merger of Centralcer – Central de Cervejas, S.A. in Centralcontrol S.G.P.S., S.A. (merging company) was concluded in December 2001. The new merged entity changed its corporate denomination to SCC - Sociedade Central de Cervejas, S.A., as well as its head office, which is now located at the factory premises.
In 2003, Scottish & Newcastle
Scottish & Newcastle
Scottish & Newcastle plc was a "long alcoholic drinks" company with positions in 15 countries, including UK, France and Russia. It was headquartered in Edinburgh, Scotland, UK. In the last 20 years, S&N expanded significantly from its home base to become an international business with beer...
purchases Parfil’s total shareholding, assuming total control of Sociedade Central de Cervejas and Sociedade da Água de Luso.
In December 2004, the Company became known as SCC - Sociedade Central de Cervejas e Bebidas, S.A., a name that reflects in a better way, the scope of its activity, which not only includes beer, but also other drinks, such as water and soft drinks.
In 2007, after a consortium was set up between Carlsberg and Heineken a takeover bid was made for the acquisition of the Scottish & Newcastle Group. As a result of the negotiations, the acquisition was accomplished, with Heineken taking over the control of Sociedade Central de Cervejas e Bebidas (SCC) on the 29th April 2008, following the conclusion of the Consortium’s acquisition of Scottish & Newcastle (S&N). This consortium was dissolved after the deal was completed and the traditional healthy relationship between both groups remained touched.
Brands
Sagres, Portugal
Sagres is a town located in the municipality of Vila do Bispo, Algarve, Portugal. It has a surface of 34,28 km² and a population of 1 939 . Sagres Point, historically connected to the Portuguese Age of Discovery, is located there....
, a small village located in the most south-westerly point of Europe, and where sailors learned all about the navigation science. With a similar fate to the caravels that left from Lisbon to faraway lands, Sagres was the first beer to be exported, arriving first in Gibraltar, and moving on to the Azores and the Overseas Territories of Angola, Cape Verde Islands, Guinea Bissau, Sao Tomé and Principe, Timor, Goa, Macau and Mozambique. Nowadays Sagres beer is present in almost every corners of the world, wherever there is a Portuguese community.
Sagres (5,0% abv): is a pale lager
Pale lager
Pale lager is a very pale to golden-coloured beer with a well attenuated body and a varying degree of noble hop bitterness. The brewing process for this beer developed in the mid 19th century when Gabriel Sedlmayr took pale ale brewing techniques back to the Spaten Brewery in Germany and applied it...
(branca) made of 100% natural product, brewed according to exclusive traditional methods with water, malt, cereals which have not been malted and a rigorous selection of the finest hops. No additives or preservatives are used in its brewing. Moderately rich, it has a dry and pleasantly bitter taste. It is light and has a golden colour. Sagres was the first Portuguese brand to launch the Mini version (20cl), a success among consumers because of it small size and constant freshness.
Sagres Preta (4,3% abv): is a dark Munich type of beer
Dunkel
Dunkel, or Dunkles, is a dark German beer. Dunkel is the German word meaning dark, and dunkel beers typically range in colour from amber to dark reddish brown. They are characterized by their smooth malty flavour....
, moderately rich, with a pleasant caramel “bouquet”. For many, it is “the alternative drink to an immense minority who want to know the difference”. For many years, Sagres Preta was the only dark ale in the domestic market.
Sagres Bohemia (6,2% abv): is an auburn beer, with an intense character, fruity aroma, creamy foam and a reddish amber colour. It was launched in 2005
Sagres Bohemia Reserva 1835 (6,6% abv): Launched in 2006 as a limited edition to commemorate the 170th anniversary of Cervejaria da Trindade, Sagres Bohemia 1835 delivers an alcohol content of 6.6%.
Sagres Zero (0,3% abv): is a light non-alcoholic beer, with a refreshing character and the taste of the Original Sagres beer. It was launched in 2005.
Sagres Zero Preta (0,3% abv): is a beer type Munich with a strong trace of malt and a smooth bitterness. The first non-alcoholic Sagres dark ale beer was launched in 2007.
Sagres Zero Limalight (0,3% abv): is a light non-alcoholic beer with natural lemon extract. Launched in March 2008.
Sagres Special Editions: as part of Sagres innovation strategy, once or twice a years special editions with limited quantities are launched to the market. Some examples like Sagres Preta Chocolate (chocolate-flavored dark ale beer) or Sagres Festa (regular Sagres but with 4,2% alcohol and -2º filtration process) have turned into huge market success.
Marketing
Sociedade Central de Cervejas e Bebidas promotes the Sagres brand through a very strong liaison with football.Sagres has a long-term sponsorship deal with the Liga Portuguesa Futebol, the highest level of professional football (soccer) in Portugal. As a result, the league is officially called Liga ZON Sagres. Sagres is also the official sponsor of the Portuguese National Team since 1993. Besides that, Sagres beer is also official sponsor of many professional teams, like Benfica, Braga, Olhanense and Académica Coimbra.