Super Bock

Lore & Background

Super Bock was launched in 1927 as a 'winter beer' and won its first gold medal at the Industrial Exhibition at Palácio de Cristal in 1926, before being registered. During World War II, in 1942, it was produced entirely with national malt due to navigation difficulties. A new production center in Leça do Balio opened in 1964 with a capacity of 25 million liters per year. The brand reached market leadership in Portugal in 1986 and has remained the consumer preference since. In 1995, Super Bock became the first Portuguese brand to name a festival, Super Bock Super Rock. The brand has diversified its range over time, launching Super Bock Stout in 2003, Super Bock Green in 2004 (creating the beer mixer segment), and non-alcoholic beers in 2005. In 2006, Super Bock Tango was introduced as the first gooseberry beer produced in Portugal, alongside Abadia, a craft beer recipe. The first Portuguese beer bottle made entirely of aluminium was presented in 2007. Super Bock has sponsored major cultural events including Expo98 and Porto 2001 (European Capital of Culture). The brand's slogan changed from 'Life is Super' (2012) to 'Super Bock takes Friendship Seriously' (2015). In 2017, the company changed its name to Super Bock Group. The brand launched Super Bock Without Gluten in 2020, the first national gluten-free beer approved by the Portuguese Association of Celiacs.

Reader's Guide

Super Bock's significance lies in its long-standing dominance of the Portuguese beer market and its successful international expansion, becoming the best-selling Portuguese beer in more than 50 countries, with China leading sales. The brand has been a pioneer in Portuguese brewing: it was the first Portuguese beer to receive the Quality Certificate from SGS ICS, and its Original variety has won 44 gold medals at Monde Selection de la Qualité between 1977 and 2021, including 38 consecutive golds from 1984 to 2021. Super Bock Stout earned the International High Quality Trophy in 2021 for three consecutive years of high standards. The brand created new market segments in Portugal, such as beer mixers with Super Bock Green in 2004, and introduced the first Portuguese aluminium beer bottle in 2007. Its cultural impact includes naming the Super Bock Super Rock festival (launched 1995), sponsoring Fantasporto since 1989, and being the official sponsor of Expo98 and Porto 2001. The brand's advertising campaign '90 years of making friends' won a Gold trophy at the XIV Communication Effectiveness Awards in 2018. Super Bock also sponsors academic events and regional celebrations across Portugal, and has annually sponsored the New Year countdown on Portuguese television since 1993.

Did You Know?

• Super Bock won its first gold medal in 1926, before it was even a registered trademark.
• In 1942, during World War II, Super Bock was produced entirely with national malt for the first time.
• Super Bock Green, launched in 2004, created the beer mixer segment in Portugal.