Our Initiatives

SCC has developed and collaborated in various actions/campaigns intended to alter drivers to drive responsibly and to the risks of drinking alcoholic beverages.

2015
 

The Greenfest is the largest sustainability event held in the country and celebrates the best of what is made in the following three areas: economics, social and environmental. SCC has been associated since the 1st edition, considering this festival as a privileged venue to communicate the company’s sustainability commitments to its Stakeholders. This year, we challenged visitors to try different devices that simulate the effects of driving under the effects of alcohol in an educational and entertaining manner raising awareness and promoting a Responsible Consumption.
 

Concerning the Safe Driving issue and under the slogan “Holly Ride”, in June, Sagres the leading beer brand in the Portuguese domestic marke t, has arranged a unique initiative, offering the Lisbon population and anyone else interested free transportation on the evening of the 12th to the 13th to Lisbon’s Popular festivities which are the most popular and crowded in Lisboa city with a large attendance of around 360000 people. This action demonstrates not only its concern for consumers’ safe driving and well-being but also encouraging their individual and social responsibility. Sagres Bus was available between 7pm and 3am to take on board all interested passengers offering entertainment to around 450 passengers playing sound of the popular saints’ music, ensuring that the party spirit is not lost at any time during the evening. Sagres has also specifically developed for this initiative a QR Code which enables to locate the bus in real time. This initiative was communicated in our website and in newspaper called METRO, which is distributed on the streets. This action aims to offer to the Lisbon population an alternative to enjoy themselves in a responsible and safe manner, concerning Safe Driving.

 

2014
 

On the 29 September, a closing session to the internal Enjoy Responsibly Day took place, with two special invitees, a standup comedian – Salvador Martinha, who, in a funny way, shared the messages of "Don’t let abusive consumption speak for you" campaign, and Salvador Mendes de Almeida, the founder of Salvador’s Association, who shared his testimony as a victim of the consequences of drinking & driving. Ronald den Elzen, CEO of SCC made the final statements reinforcing the message: "Enjoy Responsibly is a commitment of each one of us".
 

2013

Heineken® beer promoted several Responsible Drinking and Environment awareness campaigns during Optimus Alive '13
 
Heineken® beer, a premium brand in the drinks' portfolio of Sociedade Central de Cervejas e Bebidas, was for the second consecutive year Optimus Alive'13 Premium Sponsor and Official Beer. During the event, it  promoted the moderate and responsible consumption of beer in a unique way among all festival goers aged 16 and above, as well as the adoption of good environmental practices.
 
Under the slogan "Are you sure you're not making a fool of yourself? Drink in moderation”, different duly identified assistants challenged festival goers during the three days of the festival to experience the effects which excessive drinking has on  behaviour. All those who participated in this initiative were filmed while walking along a line drawn on the ground and using special glasses that simulated  the vision of someone with approximately 0.8g/l of alcohol in the blood. Around 1 100 festival goers joined in this initiative, being entitled to win tickets to Optimus Alive’14.
 
Simultaneously with this action, all the bars and drinks' cups used at the festival's venue had the following message “≥16 Music is for all ages. Drinking is not”, raising festival goers' awareness to the legal age for drinking beer.


Vídeo da ação de sensibilização sobre Consumo Responsável e respeito pelo ambiente durante o Optimus Alive’13

Initiative “Those who get  a ride with us have it all”
 
On the evening of June 12, SAGRES beer, the leading brand in the domestic market, once again offered the Lisbon population and anyone else interested, free transportation to the Lisbon popular festivities. Under the slogan "Quem tem a nossa boleia tem tudo", the Sagres bus available hourly between 7pm and 3 travelled between Belém and Santa Apolónia, with stops in Santos, Cais do Sodré and Santa Apolónia and travelling through the most typical neighbourhoods for these festivities .

Sagres beer also developed a mobile version site (www.sagres.pt/qr/santos) specifically for this event, which enabled to locate the bus in real time. On this page, also accessible via QR and available on the brand's different communication media, the  Sagres bus' itinerary was also shown, with a map of its location and Instagram fed photos shared with the hastag #somoslisboa.
This is another action included in the scope of the brand’s social responsibility policy, reflecting its concern with the issue of safe driving and its consumers’ well-being and safety, promoting the latter’s individual and social responsibility.
 

2012

Cerveja Sagres offers free transportation to the Lisbon Popular Festivities
 
On the evening of June 12, SAGRES beer, lthe eading brand in the domestic market, offered free transportation to the Lisbon population and anyone else interested, to travel around the sites where the Lisbon popular festivities were taking place, in a unique initiative in Portugal.  The bus was available every hour between 6pm and 3am, with the bus travelling between Belém, Santos, Cais do Sodré and Santa Apolónia, passing through the most popular neighbourhoods for these festivities. The limited seating capacity SAGRES’ bus, whose slogan was "Somos Lisboa a marchar e uma boleia sem pagar," offered entertainment and popular music ensuring that the party spirit was not lost even for just one moment. This is another action included in the scope of the brand’s social responsibility policy, reflecting its concern with the issue of safe driving and its consumers’ well-being and safety, promoting the latter’s individual and social responsibility.

Responsible Drinking and Driving
 
The Moderate and Responsible Consumption of Beer is one of the top priorities of SCC and Sagres' Corporate Social Responsibility policy.

To communicate and raise the awareness to this problem, especially among youths between 14 and 18, with ages close to the legal driving age, we were present at Futurália 2012 – Salão de Oferta Educativa, Formação e Empregabilidade, an event held from March 14 to 17 at FIL (Feira Internacional de Lisboa), which was visited by around 50 000 students and youths from all over the country.

In a partnership with the PRP – Prevenção Rodoviária Portuguesa (Portuguese Road Prevention) these youngsters were given the opportunity not only to taste our non-alcoholic Sagres Zero, but also to try out different simulators that simulate in an educational and recreational manner the effects of driving under the influence of alcohol.  The simulators available at our Sagres Zero stand were: motorcyle driving simulator, reaction simulator, collision power simulator..

The aim of Sagres Zero was to raise the awareness of these young future drivers to responsible and safe driving  under the slogan, “SE VAI CONDUZIR BEBA SAGRES ZERO” (Drink Sagres Zero if you're driving)".
 

2011

Family conversations
 
In October, the amphitheatre of the Vialonga Factory was the chosen venue for the initiative “Conversas em Família”, intended to reinforce SCC's major concern and focus on Responsible Drinking.

This action was developed in association with EPIS (Empresários pela Inclusão Social), and open to all SCC's staff and respective families. The aim of this responsible drinking initiative was to raise our Staff's  awareness, explain and give out information on this issue so as to enable them to talk about it in an effective manner with their families.

“Conversas em Família” was held in three sessions at different times, to enable staff members who work shifts to also attend it.  These sessions were led by Professor Carlos Fernandes da Silva (BSc and PhD in Psychology) member of the Scientific Board of EPIS, who in addition to a presentation on responsible drinking, interacted with the audience by answering several questions.
This was another action included in the Brewing a Better Future - Produzindo um Futuro Melhor program, covering two important subjects: Staff Engagement and Motivation and Responsible Drinking.

Sagres Zero offered free blood alcohol content tests at the 30th Faro Motorcycle Concentration
 
Sagres Zero has challenged the Motards, attending the Faro Motorcycle Concentration, to have a free test of the alcohol level in their blood, in an initiative that reinforces Sagres Zero’s position by focusing on accident prevention and safe driving.

During the 30th edition of the three-day event, on the 14, 15 and 16 July, Sagres Zero beer, leader in its segment, will be emphasising its message “Drink Sagres Zero if you are driving”, in this voluntary activity which will be held at a place specifically indicated at the venue. Anyone interested will be offered free and innovative alcohol tests, which with a simple contact with saliva deliver indicative quality results.

This is another initiative organized by Sagres beer in the scope of the brand’s Social Responsibility policy, which has also developed partnerships with Prevenção Rodoviária Portuguesa (PRP), Automóvel Clube de Portugal (ACP) and with the Portuguese three-time all-terrain champion Miguel Barbosa. In addition to the above, it has organized other activities with Civil Governments and local town councils with the aim of increasing consumers’ awareness to the adoption of responsible drinking habits and safe driving.

Santa Boleia (Holy Ride) - Sagres offers free transportation to the Lisbon Popular Festivities
 
On the past June 12, SAGRES beer, leader in the domestic market, offered free transportation to the Lisbon population and anyone else interested, to travel around the sites where the Lisbon popular festivities were taking place, in a unique initiative in Portugal. “Santa Boleia” (Holy Ride) was available to whoever was interested, between 6pm and 4am, with the bus travelling between Alcântara, Cais do Sodré and Santa Apolónia, passing through the neighbourhoods with the strongest tradition for these festivities. The location of the three stops, Alcântara, Santa Apolónia and Cais do Sodré, were identified with the image of a SAGRES beer bottle. SAGRES’ bus, “Santa Boleia”, with a maximum capacity for 46 passengers, offered entertainment with Portuguese popular music being played all the time, ensuring that the party spirit was not lost even for just one moment.
This is another action included in the scope of the brand’s social responsibility policy, reflecting its concern with the issue of safe driving and its consumers’ well-being and safety, promoting the latter’s individual and social responsibility.

2010

Alcoholic Sagres, with “Responsible Drinking” stamp
 
Sociedade Central de Cervejas e Bebidas (SCC) has been gradually and voluntarily adding to its labels and packs in all the Sagres range of alcoholic beers, a responsible drinking stamp, with the message: ENJOY IN MODERATION, contributing to an improved visibility of the message by all consumers.

This stamp can be found in all one-way Sagres beer packs and will be gradually added to the labels and/or necks of all Sagres references’ refundable bottles. This stamp calls for the moderate consumption of alcoholic beer.

Moderate and responsible drinking is one of SCC’s key concerns in the scope of its Corporate Social Responsibility. This concern, especially towards young people, is explicit in its various communication materials, namely as it was the first Portuguese brewer to advertise an appeal to responsible drinking in a product’s label, by adding the message “Be Responsible. Drink in Moderation” in line with the responsible marketing principles which it advocates.

Sagres Zero increases drivers’ awareness to the hazards of drinking and driving
 
In 2010, Sociedade Central de Cervejas e Bebidas (SCC) and Automóvel Clube de Portugal (ACP) launched a unique action in Portugal. Any driver who calls ACP for road assistance services is offered a Sagres Zero, available in one of the 32 mini coolers which SCC installed in ACP’s road service and assistance vehicles. Through this action, SCC and ACP aim to promote safe driving and prevent drunk driving, safeguarding the interests of the Portuguese in general and those of car and motorcycle drivers in particular.

Sagres Zero initiative takes Miguel Barbosa to secondary schools
 
In 2010 Miguel Barbosa also participated in actions held in various secondary schools across the country with the aim of increasing the youngsters’ awareness to the need to adopt responsible driving habits, in an initiative organized by Sagres Zero. These actions were targeted at secondary school students (final year students) in all educational areas and especially all youngsters who are near the legal age for taking their driving license. Through this initiative, Sagres Zero, a brand which has won the approval of Automóvel Clube de Portugal and Prevenção Rodoviária Portuguesa, aims to promote safe driving among adolescents as well as inform them about Miguel Barbosa’s professional experience.

2008

Partnership with the Portuguese World
 
In the summer of 2008 and in a partnership with the newspaper dedicated to Portuguese emigrants Mundo Português, SCC developed a responsible drinking awareness campaign held close to the national borders, offering Portuguese citizens who were visiting home a bottle of Sagres Zero.

2007

“Carreira Zero”
 
Likewise, the awareness campaign “Carreira Zero” was held throughout 2007 and called for the responsible consumption of alcoholic beverages. During this period, two buses dressed in the colours of Sagres Zero circulated at night next to the busiest entertainment spots in Lisbon and Porto, offering free journeys to all passengers who opted not to drive. The aim of this initiative was mainly targeted at young people alerting them to the need to adopt preventive behaviours to avoid road accidents, reinforcing the efforts undertaken by Sociedade Central de Cervejas. These buses were used by those who did not feel safe to drive or simply preferred to use a more practical means of transportation.

2005

A Breath for Life
 
To increase youngsters’ awareness to the responsible consumption of alcoholic beverages was the objective of the campaign “Um Sopro pela Vida” (A Breath for Life”), sponsored by Sagres beer. Launched by the Civil Government of Lisbon in March 2005, this action was held over a 24-month period in the Lisbon night with a series of educational activities. A number of fixed alcohol meters were installed in over 15 of the district’s night clubs, to be used free of charge, as well as 5 000 portable devices were distributed and used by those who wanted to measure their alcohol level in the blood before deciding on whether or not to drive. Another action held in the scope of this subject was the distribution of 60 000 leaflets with the message “Don’t drink and drive”, alerting the population to the dangers of drinking and driving and informing about the punishments foreseen by the law for all trespassers. The association of Sagres with this project clearly shows the company’s commitment to the promotion of responsible and moderate drinking habits.

Part of the Heineken Company