Kaiser is a Brazilian

beer Beer is an alcoholic beverage produced by the brewing and fermentation of starches from cereal grain—most commonly malted barley, although wheat, maize (corn), rice, and oats are also used. The grain is mashed to convert starch in the ...

brand launched in

Divinópolis Divinópolis is a Municipalities of Brazil, municipality in the centre-west of Minas Gerais state, Brazil. The estimated population in 2020 was 240,408 inhabitants. The total area of the municipality is 709 km2 and the elevation is 712 metres ...

(

Minas Gerais Minas Gerais () is one of the 27 federative units of Brazil, being the fourth largest state by area and the second largest in number of inhabitants with a population of 20,539,989 according to the 2022 Brazilian census, 2022 census. Located in ...

) on 22 April 1982 by Luiz Otávio Possas Gonçalves. Its marketing campaigns became known in the 90's through actor José Valien, the ''Baixinho da Kaiser'' (''Kaiser Shorty''). Since 2010 the brand has been owned by

Heineken Brasil Heineken Brasil is the Brazilian subsidiary of Dutch brewer Heineken. The company produces beer and soft drink under the brand names Kaiser, Brasil Kirin, Glacial, Cintra, Baden Baden, Devassa, Eisenbahn, and Amstel. Founded in 2010, the co ...

Creation

Luiz Otávio Possasas Gonçalves was the owner of the

Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...

franchise in

. 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 Munich is the capital and most populous city of Bavaria, Germany. As of 30 November 2024, its population was 1,604,384, making it the third-largest city in Germany after Berlin and Hamburg. Munich is the largest city in Germany that is no ...

and opened Kaiser in 1982. 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.

References

{{Heineken International Heineken brands Beer brands of Brazil 1982 establishments in Brazil