Reaching the Luso-American communities in California is one of the objectives of the international strategy of the Super Bock group, the director of new markets for the Portuguese beer, Ricardo Figueiredo Silva, told Lusa. He stated that an “expansion plan in the US” is underway through the importer ‘United States Beverage’ 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 the Óbidos Ginja9 cherry liquor brand, exclusively created for the North American market.
“The idea is to strengthen the presence in the United States, “said the Luso-American, 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.
The responsible also pointed out that it is not allowed to sell beer in bottles at California festivals, since the California Department of Alcoholic Beverage Control “mandates that it must be served in a glass” and that implies that there is barrels available in the food and drink tents.
This means that the draft beers sold are normally Americans, even in the festivals of the Portuguese community.
“I’m starting negotiations with the salons to buy the barrels,” explained Alexander Dias, noting that some of the West Coast’s most respected Luso-American restaurants, such as the ‘Adega’ in San Jose and the ‘Uma Casa’ in San Francisco, have already shown 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.”
The responsible also mentioned the distinctions that this beer has been given in the United States that helped to its “International recognition”, including a silver medal in the “International Beer Competition Awards”, in New York.
In the company’s latest management report for 2017, the Super Bock Group has established the goal of increasing the export weight by 15 percentage points by 2020 after having exported more than a fifth of its beer production, being that China constitutes 40% of its total exports.