Laurentina

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Laurentina is a beer brand and former brewery from Mozambique . It was founded in 1932 and has been a brand of the Mozambican brewing group Cervejas de Moçambique since 2002 , which is in turn a SABMiller subsidiary. Laurentina has a share of around 20% of the Mozambique beer market.

history

In the then Portuguese colony of Mozambique, the Greek immigrant Cretikos founded the Victoria Ice and Water Factory in 1916 as the first ice and mineral water factory in Mozambique. He then expanded production to include soft drinks and also aimed to produce the first Mozambican beer. To do this, he traveled to Germany and hired a master brewer. According to his recipe, the production of the new beer began in 1932, which Cretikos called Laurentina , after the popular name for the inhabitants of his city Lourenço Marques (today Maputo ). The brewery was later expanded into the Fábrica de Cerveja Reunidas .

Laurentina became the best-selling beer in Mozambique and was also sold in neighboring South Africa . Serious domestic competition did not arise until 1962, with the beer brand 2M , today the undisputed market leader. Manica from Beira, which had previously been founded in 1959, was only regionally important and hardly present in the capital.

After Mozambique gained independence in 1975, Laurentina sales fell sharply. The reason was the country's economic situation: the Mozambican civil war broke out in 1977 and the restructuring of the planned economy made no progress either. Some important ingredients were now hard to find. The Laurentina beer was produced continuously, despite the slowly decreasing difficulties, even if the temporarily very low production could not even come close to meeting the demand in the capital alone.

After the end of the People's Republic of Mozambique in 1990 and the subsequent market-based restructuring of the economy, Laurentina was then privatized in 1995 and sold to the French BGI / Groupe Castel .

In 2002 Castel sold the Laurentina to the Cervejas de Moçambique (CDM). 49.1% of this is owned by the SABMiller group, which also runs the company. The CDM also owns the other Mozambican beer brands, such as the market leader 2M , the Manica beer, which is also steeped in tradition, and Impala , the world's first industrially produced manioc beer, launched in 2012 .

International presence

After it was founded in 1932, Laurentina also sold part of its production to nearby South Africa, for which Mozambique had been a popular holiday destination, especially from the 1920s to the mid-1970s. In 2006 the CDM began to export Laurentina again. In addition to South Africa, Great Britain is the most important target country. However, exports have so far only represented a small part of sales.

Laurentina is also available in some supermarkets in Portugal, but without any connection to Mozambique and without any significant market presence. A Portuguese who left Mozambique during the colonial war in Mozambique registered the brand again in Germany after the Carnation Revolution and has been producing Laurentina beer for Portugal ever since.

Polemics about advertising campaign 2011

An advertising campaign for the Laurentina Preta dark beer caused a stir in 2011 . A stylized black woman's body with a label of the beer was shown and accompanied by an ambiguous slogan, which was aimed on the one hand at the more readily available dark beer ( Cerveja preta - "black beer"), but on the other hand as an allusion to the availability of a sex object reduced black woman could be perceived (original: Esta preta foi de boa para melhor - Agora com uma garrafa mais sexy. , German for example: "This black woman is now even better - now with an even more seductive bottle.").

After public protests and increasing international attention, in the Portuguese-speaking area and among international visitors to the 2011 Africa Games in Maputo, the CDM withdrew the advertising.

sorts

Web links

Individual evidence

  1. ↑ a b Cerveja Laurentina de Moçambique regressou aos mercados mundiais - "Laurentiana beer is returning to the world markets" ( Memento of the original from November 21, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Article from April 11, 2006 of the lusophone business news portal www.macauhub.com.mo from Macau, accessed on November 20, 2016 @1@ 2Template: Webachiv / IABot / www.macauhub.com.mo
  2. ↑ a b c d Duas cervejas que contam a história de Moambique - “Two beers that tell the story of Mozambique” , article from August 18, 2012 in the Portuguese newspaper Diário de Notícias , accessed on November 20, 2016
  3. ↑ a b Anciã das cervejas (moçambicanas) across “viver” mais 80 anos - “Ancestor of beers (in Mozambique) would like to" experience "another 80 years" , article from December 13, 2012 in the Mozambican newspaper @Verdade , accessed on 20. November 2016
  4. ↑ Mozambican television report on the polemical advertising campaign (port.), Accessed on YouTube on November 20, 2016
  5. ↑ Article about beer in Mozambique with a paragraph about the advertising polemics and links to video clips , private website of a Brazilian expatriate in Mozambique, accessed on November 20, 2016
  6. ↑ Publicidade "sexy" da cerveja Laurentina já foi retirada - "" Sexy "advertisement for Laurentina beer has been withdrawn" , article from September 8, 2011 on the lusophonic news portal noticias.sapo.cv, accessed on November 20, 2016
  7. ↑ Mulheres consideram insultuosa publicidade a nova cerveja - "Women see advertising for new beer as offensive" , article of September 7, 2011 in the Portuguese newspaper Diário de Notícias, accessed on November 20, 2016
  8. ↑ Article on curiosities of the Mozambican beer market on the private Brazilian website www.viagemcult.com, accessed on November 20, 2016