Kaiser (beer): Difference between revisions
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== Creation == |
== Creation == |
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Luiz Otávio Possasas Gonçalves was the owner of the Coca-Cola franchise in Minas Gerais. In the early 1980s, the company was threatened by bankruptcy because Brahma and Antarctica promoted the combined sale of their soft drinks along with their beers to the points of sale. Possas decided that, with one beer, he could fight both brands on equal terms. He took a master brewer course in Munich and opened Kaiser in 1982.<ref>[http://www1.folha.uol.com.br/mercado/1183552-inventor-de-bebidas-que-lancou-kaiser-e-kero-coco-diz-nunca-estar-satisfeito.shtml Inventor de bebidas que lançou Kaiser e Kero Coco diz "nunca estar satisfeito"], ''Folha de S. Paulo''</ref> Within four months Coca-Cola managed to raise its market share from 15 to 48 percent, and soon the company's other bottlers in the country wanted Kaiser as well.<ref>{{cite web|access-date=2019-06-25|language=pt-BR|title=Em busca de volume, cervejaria Heineken reposiciona Kaiser|url=https://exame.abril.com.br/marketing/em-busca-de-volume-cervejaria-heineken-reposiciona-kaiser/|work=EXAME}}<!-- auto-translated by Module:CS1 translator --></ref> |
Luiz Otávio Possasas Gonçalves was the owner of the [[Coca-Cola]] franchise in Minas Gerais. In the early 1980s, the company was threatened by bankruptcy because Brahma and Antarctica promoted the combined sale of their soft drinks along with their beers to the points of sale. Possas decided that, with one beer, he could fight both brands on equal terms. He took a master brewer course in Munich and opened Kaiser in 1982.<ref>[http://www1.folha.uol.com.br/mercado/1183552-inventor-de-bebidas-que-lancou-kaiser-e-kero-coco-diz-nunca-estar-satisfeito.shtml Inventor de bebidas que lançou Kaiser e Kero Coco diz "nunca estar satisfeito"], ''Folha de S. Paulo''</ref> Within four months Coca-Cola managed to raise its market share from 15 to 48 percent, and soon the company's other bottlers in the country wanted Kaiser as well.<ref>{{cite web|access-date=2019-06-25|language=pt-BR|title=Em busca de volume, cervejaria Heineken reposiciona Kaiser|url=https://exame.abril.com.br/marketing/em-busca-de-volume-cervejaria-heineken-reposiciona-kaiser/|work=EXAME}}<!-- auto-translated by Module:CS1 translator --></ref> |
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== References == |
== References == |
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Revision as of 11:05, 15 June 2023
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Kaiser is a Brazilian beer brand launched in Divinópolis, Minas Gerais on April 22, 1982, by Luiz Otávio Possas Gonçalves.
Its marketing campaigns became known in the 90's through actor José Valien, the Kaiser Shorty.
Erstellung
Luiz Otávio Possasas Gonçalves was the owner of the Coca-Cola franchise in Minas Gerais. In the early 1980s, the company was threatened by bankruptcy because Brahma and Antarctica promoted the combined sale of their soft drinks along with their beers to the points of sale. Possas decided that, with one beer, he could fight both brands on equal terms. He took a master brewer course in Munich and opened Kaiser in 1982.[1] Within four months Coca-Cola managed to raise its market share from 15 to 48 percent, and soon the company's other bottlers in the country wanted Kaiser as well.[2]
References
- ^ Inventor de bebidas que lançou Kaiser e Kero Coco diz "nunca estar satisfeito", Folha de S. Paulo
- ^ "Em busca de volume, cervejaria Heineken reposiciona Kaiser". EXAME (in Brazilian Portuguese). Retrieved 2019-06-25.
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