Skol

For other uses, see Skol (disambiguation).
Skol
Type Beer
Manufacturer Carlsberg
AB InBev (South America)
Unibra (Africa)
Introduced 1959
Alcohol by volume 2.8–5%
Website skol.com.br

Skol was initially created to be a global beer brand. Allied Breweries (UK), Labatt (Canada), Pripps-Bryggerierna (Sweden) and Unibra (Belgium) formed a new company called Skol International in 1964. Its aim was the creation of a worldwide beer brand, Skol, which could be licensed, manufactured and marketed across the world. In the late 1960s, it was heavily advertised on Radio Veronica as Skol International, with an advertising jingle sung by Patrica Paay, later a very successful Dutch pop singer and TV presenter. Since then participation in the company has changed significantly.[1]

From 1973 to 1982, beer under the Skol brand was brewed by the Dutch Oranjeboom Brewery, but it was not a success in the Dutch market.[2]

In 1992, the merger between Allied Breweries and Carlsberg created Carlsberg-Tetley's, who used to brew the beer at their brewery in Leeds until the brewery was closed in 2011. It continues to be distributed in the UK,[3] with an ABV reduced to 2.8%.[4]

Currently, Skol is the most popular beer in Brazil.[5] It was originally produced by Caracu, which was bought by Brahma in 1980. In 1999, Brahma merged with Antarctica and became AmBev, then InBev and later AB InBev. AB Inbev is the biggest beverage company in the world, larger than Coca-Cola in revenue.[6] Skol beer became internationally recognized as a Brazilian beer, though not initially conceived in Brazil.[7]

Carlsberg holds the license to brew and market the beer worldwide, apart from in Africa and South America.[8] Unibra holds the license for Africa.[9] In Europe, the beer is also marketed in Turkey,[10] and in Romania.[11] In Asia, it is distributed in Malaysia, China, Hong Kong and Singapore.[3] In Africa, it is present in Angola, Burundi, the Democratic Republic of Congo, Guinea, Madagascar and Rwanda.[12]

A pub in Surbiton, London advertising Skol

The name is related to the Scandinavian toast "skål". For a period, the Hägar the Horrible cartoon character was used for promotion.[13]

Awards

The brand was awarded a Gold Award at the 2012 World Quality Selections, organized by Monde Selection. This was the second international award that Skol won.[14] The beer was also awarded a gold medal for packaging and a silver medal in the taste category at the 2005 Australian International Beer Awards.[15]

References

  1. ↑ "Unilever Limited and Allied Breweries Limited" (PDF). Monopolies Commission. 9 June 1969.
  2. ↑ Corven, Toine van (12 September 2002). "Bij brouwerij Oranjeboom is het glas leeg". Trouw. Retrieved 12 February 2015.
  3. 1 2 "SKOL". Carlsberg Group. Retrieved 22 July 2013.
  4. ↑ "Carlsberg UK reduces Skol ABV to 2.8%". Talking Retail. 22 September 2011.
  5. ↑ "Skol (Brazil)". Anheuser-Busch InBev. Retrieved 22 July 2013.
  6. ↑ "Anheuser-Busch InBev N.V.". New York Times. Retrieved 23 January 2011.
  7. ↑ "Skol". Carlsberg Malaysia. Retrieved 22 July 2013.
  8. ↑ "Carlsberg brings cheers with Skol beer". Carlsberg Group. 22 September 2004.
  9. ↑ "Présentation". Unibra. Retrieved 22 July 2013.
  10. ↑ "Board Of Directors’report At 31 March 2013" (PDF). Türk Tuborg. 16 May 2013.
  11. ↑ "100% Bere SKOL – Bere blonda pasteurizata". Skol Beer. Retrieved 22 July 2013.
  12. ↑ "SKOL Africa". SKOL International. Retrieved 10 June 2010.
  13. ↑ "Adverts Q-Z". TV Whirl. Retrieved 20 April 2008.
  14. ↑ "Local brewery wins international quality award". New Times Rwanda. 11 June 2012.
  15. ↑ "Cheers to Skol in Malaysia". Carlsberg Group. 16 June 2005.

External links

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