Kaiser (beer)

Brazilian beer brand

Kaiser advertising on a street clock in São Paulo, Brazil, circa 2005.

Kaiser is a Brazilian beer brand launched in Divinópolis (Minas Gerais) on 22 April 1982 by Luiz Otávio Possas Gonçalves.[1]

Its marketing campaigns became known in the 90's through actor José Valien, the Baixinho da Kaiser (Kaiser Shorty).[2]

Since 2010 the brand has been owned by Heineken Brasil.[3]

## Creation

[edit]

Luiz Otávio Possasas Gonçalves was the owner of the Coca-Cola franchise in Minas Gerais. In the early 1980s the company was threatened with 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.[4] 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.[5]

## References

[edit]

1. ^ https://www.jusbrasil.com.br/processos/nome/47910247/luiz-otavio-possas-goncalves
2. ^ "Por onde anda o Baixinho da Kaiser? | Memória". VEJA SÃO PAULO (in Brazilian Portuguese). Retrieved 2023-06-15.
3. ^ "G1 > Economia e Negócios - NOTÍCIAS - Heineken anuncia compra da dona da Kaiser". g1.globo.com. Retrieved 2023-06-15.
4. ^ Inventor de bebidas que lançou Kaiser e Kero Coco diz "nunca estar satisfeito", Folha de S. Paulo
5. ^ "Em busca de volume, cervejaria Heineken reposiciona Kaiser". EXAME (in Brazilian Portuguese). Retrieved 2019-06-25.

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Heineken N.V.

Subsidiaries|

* Bralima
* Bralirwa
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* Brau Union Österreich
* Central de Cervejas
* Cuauhtémoc Moctezuma Brewery
* Desnoes & Geddes
* H. P. Bulmer
* Harar Brewery
* Heineken Asia Pacific
* Archipelago Brewery
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* Distell Group
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* Heineken Hungária
* Heineken Ireland
* Heineken Lanka
* Heineken Lao
* Heineken Malaysia
* Heineken Srbija
* Nigerian Breweries
* Royal Swinkels
* Sierra Leone Brewery
* United Breweries Group
* Żywiec Brewery
* Elbrewery
* Leżajsk Brewery
* Boissons du Cameroun (8.8%)
* CR Beer (20.67%)

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Facilities|

* Amstel Brewery
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* 2012

People|

* Charlene de Carvalho-Heineken
* Freddy Heineken
* Henry Kelliher

Related|

* Heineken Experience
* Kidnapping Freddy Heineken
* Kidnapping of Freddy Heineken

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