Reaching the Portuguese-American communities in California is one of the objectives of the international strategy of the Super Bock group, the director of new markets for Portuguese beer, told Ricardo Figueiredo Silva.
He said that an “expansion plan in the US” is underway through the United States Beverage importer, with whom the Super Bock group has been working for about a year.
The investment follows the bet on the East Coast of the United States last year, which focused on New Jersey, Massachusetts, Rhode Island and New York.
“We are now betting on the West Coast, particularly in California, where there is a strong Portuguese community,” said Ricardo Figueiredo Silva.
United States Beverage will have the collaboration of Alexander Dias, CEO of the company Earth Delicacies and owner of Ójidos Ginja9 ginjinha brand, exclusively created for the North American market.
“The idea is to strengthen the presence in the United States,” told the Portuguese-American official, who will be the main account manager in promoting Super Bock in California.
One of his priorities will be to put beer in the lounges of Portuguese-American organizations and festivals dedicated to Portuguese culture in California.
He pointed out that it is not allowed to sell beer in bottles at California festivals, as market regulator California Department of Alcoholic Beverage Control “obliges it to be served in a glass” and that implies that there are barrels available in the food and drink tents.
This situation explains that, even in the festivals of the Portuguese community, beers sold under pressure are normally American.
“I’m starting negotiations with the salons to buy the barrels,” explained Alexander Dias, noting that some of the West Coast’s most respected Portuguese-American restaurants, such as San Jose’s “Adega” and “Uma Casa” in San Francisco, have already shown an interest in making Portuguese beer available in this format.
Ricardo Figueiredo Silva said the group believes “in the competitive strength of Super Bock in the world” and that this investment on the West Coast is being made “alongside other emerging and growth potential geographies.”
He mentioned the distinctions that beer has made in the United States and contributed to its “international recognition“, including a silver medal at the International Beer Competition Awards in New York.
In the company’s latest management report for 2017, the Super Bock Group set the goal of increasing the export weight by 15 percentage points by 2020 after exporting more than a fifth of its beer production to China to represent 40% of total exports.