Super Bock

Super Bock is a Portuguese beer brand whose history is closely connected with the brewery now known as Super Bock Group. The brand was introduced in 1927 as a winter beer positioned among higher-quality and prestigious beers. Its public history reaches back to 1926, when the beer received a gold medal at the Industrial Exhibition at Porto's Palácio de Cristal before the trademark was formally registered. This early recognition helped establish a quality-oriented identity that the brand has maintained through successive product, packaging, and communications developments. The brand's industrial base expanded substantially during the twentieth century. In 1942, wartime shipping constraints led the brewery to make beer entirely with domestically sourced malt, demonstrating an ability to adapt production to difficult supply conditions. A new production centre opened at Leça do Balio in 1964, with an initial annual capacity of 25 million litres. Distribution was strengthened in 1972 through a dedicated Lisbon network, which began with twelve trucks. Super Bock subsequently became a leading Portuguese beer brand, reaching market leadership in 1986 and retaining a strong position in the domestic market. Super Bock's growth has been supported by a broad cultural and promotional presence. In 1995 it became the naming sponsor of Super Bock Super Rock, a major Portuguese music festival and one of the country's best-known examples of long-term beer-and-music branding. The brand also sponsored Expo '98 in Lisbon and Porto 2001, linking it with national cultural and civic events. It has maintained associations with music festivals, film events, academic celebrations, regional festivities, football, and the annual New Year countdown broadcast on Portuguese television. Product development has been a major part of the brand's evolution. The portfolio has expanded beyond its original lager to include Super Bock Stout, the flavoured Super Bock Green, alcohol-free and non-alcoholic variants, Abadia, craft-oriented Selecção 1927 beers, Coruja beers using dry hopping, gluten-free beer, seasonal products, and limited editions. These launches allowed the brand to participate in emerging segments such as flavoured beer, alcohol-free beer, speciality beer, and gluten-free beverages while retaining the original lager as its core offering. The brand has also invested in packaging and visitor experiences. It introduced an aluminium beer bottle in Portugal in 2007, developed an easy-opening Mini format, and opened the Super Bock House of Beer visitor centre at Leça do Balio in 2015. The centre presents brewing methods, ingredients, and brand history. In 2017, the producer changed its corporate name to Super Bock Group, reinforcing the connection between the company and its flagship brand. Super Bock is positioned around Portuguese identity, sociability, friendship, accessible quality, and shared occasions. Its communications have used slogans including "Life is Super" and "Super Bock Takes Friendship Seriously," while the 90th-anniversary platform used the idea of making friends. Internationally, the brand is described as the best-selling Portuguese beer in the world and is present in more than 50 countries. China is identified as its leading international market, followed by several European markets. The brand remains active, with a portfolio spanning standard lager, dark beer, speciality beer, flavoured beer, alcohol-free beer, and related seasonal or limited products.

Super Bock emerged from Portugal's brewing industry in the 1920s. Although the brand was established in 1927, its first documented distinction came a year earlier, when it received a gold medal at the Industrial Exhibition held at Porto's Palácio de Cristal. It was introduced as a winter beer and initially marketed as a prestigious product. The early award gave Super Bock a quality-based foundation that continued to shape the brand's reputation. During the Second World War, shipping disruptions affected the availability of imported brewing materials. In 1942, Super Bock was produced entirely with national malt, an adaptation that reflected the constraints of the period. The brewery later entered a phase of industrial expansion. In 1964, a new production centre was inaugurated at Leça do Balio, with capacity of 25 million litres per year. This site became the principal production base for Super Bock and other beers made by the brewery then known as CUFP. Distribution infrastructure was extended in 1972 with a Lisbon network operating twelve trucks. Super Bock became the Portuguese market leader in 1986. From the late twentieth century onward, the brand increasingly linked beer consumption with national culture and shared leisure. It sponsored the Porto Film Festival and Fantasporto from 1989, and in 1995 created Super Bock Super Rock, a branded music festival that brought prominent performers to Portugal. The brand also sponsored Expo '98 in Lisbon and Porto 2001, reinforcing its visibility through major cultural events. Since 1993, it has additionally been associated with the New Year countdown shown on Portuguese television. The portfolio diversified notably in the 2000s. Super Bock Stout launched in 2003 and exceeded the producer's initial sales expectations. Super Bock Green, introduced in 2004 with lemon juice, helped create a flavoured-beer segment in Portugal. Super Bock Twin entered the non-alcoholic category in 2005, followed by Tango and Abadia in 2006. In 2007, the brand presented an aluminium bottle and expanded its non-alcoholic range through cooperation involving the University of Porto's Faculty of Engineering. Abadia Ruby and Gold were released as gourmet limited editions in 2008, while an easy-opening Mini bottle appeared in 2009. IceBocks and the lower-alcohol Super Bock Verão followed in 2010, and Super Bock Classic was launched in 2011. Brand communications were refreshed in 2012 with the slogan "Life is Super." In 2013, Selecção 1927 introduced limited and seasonal craft-style beers. The 2015 platform, "Super Bock Takes Friendship Seriously," placed friendship at the centre of the brand's identity. That year, Super Bock House of Beer opened at Leça do Balio, offering visitors an account of ingredients, brewing, and brand heritage. The 90th anniversary in 2017 was marked by advertising, commemorative packaging inspired by a 1960s bottle, and activations using the theme "90 years of making friends." The campaign later received a Gold trophy at Portugal's Communication Effectiveness Awards. In 2018, Super Bock introduced Coruja, a speciality range using dry hopping to intensify aroma and sensory character. The brand continued to broaden its offer with gluten-free beer and an Oktoberfest-inspired limited edition in 2020. In 2021, it addressed pandemic-era social restrictions through the "Friends friends, beers apart" campaign. Super Bock has pursued international distribution alongside its domestic leadership. It is described as the best-selling Portuguese beer internationally and is present in more than 50 countries, with China identified as its leading market. European destinations include the United Kingdom, France, Switzerland, and Spain, while the brand also has historical markets in Africa such as Angola and Mozambique. Its current identity combines a core Portuguese lager with speciality, flavoured, dark, alcohol-free, gluten-free, and seasonal variants.

1. 2020Gluten-free and Oktober Edition products launched

   Super Bock introduced a gluten-free beer and a limited edition inspired by Oktoberfest.

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2. 2018Super Bock Coruja launched

   The Coruja range brought dry-hopped speciality beer to the brand's portfolio.

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3. 2017Ninetieth anniversary

   The brand marked 90 years with advertising, commemorative packaging, and consumer activations.

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4. 2015Super Bock House of Beer opens

   A visitor centre opened at the Leça do Balio production site.

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5. 2013Selecção 1927 introduced

   The brand launched a range of limited and seasonal craft-style beers.

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6. 2004Super Bock Green launched

   A lemon-flavoured beer helped establish a flavoured-beer segment in Portugal.

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7. 2003Super Bock Stout launched

   The brand entered the stout segment with a dark beer that quickly exceeded initial sales expectations.

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8. 1995Super Bock Super Rock begins

   The brand launched the Super Bock Super Rock music festival.

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9. 1986Portuguese market leadership

   Super Bock reached the leading position in the Portuguese beer market.

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10. 1964Leça do Balio production centre opens

    A new production centre opened with stated capacity of 25 million litres per year.

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11. 1942Domestic malt production

    Wartime navigation difficulties led to production using 100% national malt.

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12. 1927Brand established

    Super Bock was introduced as a winter beer positioned among prestigious beers.

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13. 1926First major award

    Super Bock received a gold medal at the Industrial Exhibition at Porto's Palácio de Cristal before the trademark was formally registered.

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A leading Portuguese beer brand combining mainstream accessibility with national identity, friendship-oriented communications, cultural sponsorships, and an expanding speciality and alcohol-free portfolio.

• Super Bock OriginalLager beer1927

  The core Super Bock lager and the central product associated with the brand's Portuguese market presence. It represents the mainstream expression of the portfolio and has been the subject of numerous quality distinctions, including repeated medals in the Monde Selection competition.

• Super Bock StoutStout2003

  A dark beer introduced in 2003 as part of the brand's move beyond standard lager. Its launch broadened Super Bock's appeal toward consumers seeking a fuller, darker beer style, and the product has received international quality recognition.

• Super Bock GreenFlavoured beer2004

  A beer mixed with lemon juice, launched in 2004. Super Bock Green was designed for a lighter and more refreshing drinking occasion and helped create a new flavoured-beer segment in the Portuguese beverage market.

• Super Bock FreeAlcohol-free beer2005

  The brand's non-alcoholic range, available in Original and Black versions. It extends the Super Bock identity to consumers seeking beer flavour with little or no alcohol and forms part of the company's response to changing consumption occasions.

• Super Bock AbadiaSpeciality beer2006

  A reddish speciality beer built around distinctive malts and caramel notes. Abadia was introduced in 2006 and later expanded through Ruby and Gold limited editions, giving the brand a more premium and gourmet-oriented expression.

• Super Bock Selecção 1927Craft and seasonal beer2013

  A range of limited and seasonal beers created to explore brewing styles beyond the core lager. The line uses the brand's founding year as a heritage marker and is associated with more experimental and craft-oriented releases.

• Super Bock CorujaSpeciality beer2018

  A speciality range launched in 2018 and characterised by dry hopping, a technique used to intensify hop aroma and sensory impact. Coruja was positioned as an accessible way for consumers to explore brewing varieties and contemporary beer styles.

• Super Bock Sem GlútenGluten-free beer2020

  A gluten-free beer introduced in 2020. The product was presented as the first Portuguese national beer of its kind approved by the Portuguese Association of Celiacs, extending the brand into a dietary-needs segment.

• 2021Friends friends, beers apart

  Portugal

  A pandemic-era campaign adapted the brand's friendship message to a period when social distancing limited shared drinking occasions.

  Outcome. Kept the friendship positioning relevant under changed social conditions.

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• 201790 years of making friends

  Portugal

  An anniversary campaign supported by commemorative packaging and brand activations celebrating Super Bock's 90th year.

  Outcome. Won a Gold trophy at the Communication Effectiveness Awards in 2018.

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• 2015Super Bock Takes Friendship Seriously

  Portugal · International markets

  A communications platform that made friendship and social connection central to the brand's identity.

  Outcome. Provided the strategic basis for subsequent anniversary and pandemic-era campaigns.

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• 2012Life is Super

  Portugal

  A brand repositioning platform that introduced a new slogan and refreshed Super Bock's communications around positive shared experiences.

  Outcome. Established a new communications direction before the later friendship-focused platform.

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• 1995Super Bock Super Rock

  Portugal

  A long-running branded music festival created by Super Bock and used to connect the beer with live music and youth culture.

  Outcome. Became one of Portugal's prominent music festivals and a defining cultural sponsorship for the brand.

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• 2020Expand into gluten-free beerProduct launch

  Changing consumer needs created demand for beer suitable for consumers avoiding gluten.

  What changed. Super Bock launched a gluten-free beer approved by the Portuguese Association of Celiacs.

  Aftermath. The launch extended the brand into an inclusion and dietary-needs segment.

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• 2018Launch Super Bock CorujaProduct launch

  The brand aimed to make contemporary brewing varieties more accessible while offering stronger aroma and differentiation.

  What changed. Super Bock introduced Coruja beers made with a dry-hopping process.

  Aftermath. Coruja expanded the brand's speciality-beer presence and was supported by a distinctive creative campaign.

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• 2013Create the Selecção 1927 speciality rangeProduct launch

  Super Bock wanted to explore craft-style, seasonal, and limited-edition brewing while retaining its heritage identity.

  What changed. The brand launched Selecção 1927 as a range of craft-oriented beers.

  Aftermath. The range added a more experimental and premium layer to the portfolio.

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• 2004Enter the flavoured-beer segmentProduct launch

  The brand sought to diversify beyond conventional lager and respond to interest in lighter, flavoured beer occasions.

  What changed. Super Bock launched Green, a beer mixed with lemon juice.

  Aftermath. The launch helped establish a new flavoured-beer segment in Portugal.

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• 2021Super Bock launches pandemic-era friendship campaign

  The campaign "Friends friends, beers apart" adapted the brand's sociability platform to distancing conditions during the pandemic.

  Campaign
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• 2020Super Bock introduces gluten-free beer and Oktober Edition

  The brand added a gluten-free beer described as the first nationally produced Portuguese beer of its type approved by the Portuguese Association of Celiacs, alongside a limited Oktoberfest-inspired edition.

  Product launchProduct generation
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• 2017Super Bock changes corporate name to Super Bock Group

  The producing company adopted the Super Bock Group name, aligning its corporate identity more closely with its best-known beer brand.

  Leadership change
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• 1995Super Bock launches Super Bock Super Rock

  The brand became the naming sponsor of a major Portuguese music festival, establishing a long-running association with live music.

  Campaign
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• 1986Super Bock reaches leadership of the Portuguese beer market

  Super Bock reached the leading position in Portugal and has remained a major preference among Portuguese beer consumers.

  Other
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1. Super Bock