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Portugal's Unicer Rebrands As Super Bock Group

Published on Nov 13 2017 9:57 AM in Drinks tagged: Portugal / Unicer / Super Bock Group

Portugal's Unicer Rebrands As Super Bock Group

Portuguese beverage company Unicer has changed its name to the Super Bock Group (SBG).

This change of corporate identity incorporates the name of its most famous brand, Super Bock beer, which is celebrating 90 years of production this year.

The company is the market leader in Portugal and present in over 50 countries, while the annual beer production surpasses 300 million litres.

Exports

This year, the company's beer exports to China have doubled, while overall exports have grown by 25%, reports daily Expresso. SBG is available at 5,000 points of sale in China, across three provinces boasting 200 million people, and served by a local distributor.

China has become the company's main foreign market, accounting for 40% of SBG’s exports, i.e. 12% of global revenue (€451 million in 2016). Exports will account for 30% of turnover in 2017. Over the past two years, the company has seen its Angolan market slip back, however.

The biggest shareholder in the company is Portugal’s Grupo Viacer (consisting of Violas, Arsopi and BPI), which holds 56%, while the remaining 44% is owned by the Carlsberg Group.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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