Sociedade Central de Cervejas was established in 1934, with the aim of selling the beers produced by the former breweries, Companhia Produtora de Malte e Cerveja Portugália, Companhia de Cervejas Estrela, Companhia de Cervejas Coimbra and Companhia da Fábrica de Cerveja Jansen. Centralcer – Central de Cervejas, E.P. is incorporated in 1977 following the merger of Sociedade Central de Cervejas, S.A.R.L. (incorporated in 1934) with Cergal - Cervejas de Portugal, S.A.R.L. (incorporated in 1972). Centralcer – Central de Cervejas, S.A. was therefore created as a result of the above-mentioned company’s conversion into a joint stock company, regulated according to Decree-Law no. 300/90 of the 24th September. The Company’s total share capital is privatised in 1990, and it is the first operation of this kind to be undertaken in Portugal. The Bavaria Group purchases a shareholding in Centralcer - Central de Cervejas, S.A., and becomes one of its main shareholders. Based on a strong leading position and the establishment of a winning team, Sociedade Central de Cervejas e Bebidas strategic objectives are an increased focus on its brands, consumers and clients, the creation of an atmosphere of success, operational efficiency and innovation.