Company founded by Otto Bemberg in 1888, a pioneer of the beer most consumed by Argentines, currently owns more than 70% of the domestic market.
Cervecería Quilmes is a benchmark of the local industry that has achieved from its brand a territoriality rarely seen. Its name represents a town in the greater Buenos Aires that saw it develop for almost 130 years. While in his isologue the Argentine flag is a great symbol of identity.
Similarly, each of its advertising communications refers to argentinity . In his slogan “el tasto del encuentro” he found a way to tell how we are Argentines. “Meeting” or sharing represents us very well, perhaps the most remarkable feature of our essence. Other qualities that have been able to develop very well is that of passion: sport and specifically the popularity of football became a path to intensify the link our culture and the approach with your brand.
Cervecería Quilmes maintains the validity of a brand deeply rooted in our culture . A clear example of trajectory and modernity, they remain at the forefront in the minds of the consumer as a symbol of the Argentine.
Argentinian beer founded by Otto Bemberg
The German immigrant Otto Peter Friedrich Bemberg Drügg , better known as Otto Bemberg, was the founder of Quilmes. The founding of this great company took place seven years before his death, in Paris.
Otto Bemberg arrived in Argentina from Germany in 1888. It was installed in the town of Quilmes because of its excellent quality water and its proximity to the train station. These conditions made this municipality in southern Buenos Aires the place conducive to the location of its brewery. However, it was not until October 31, 1890 that Quilmes beer began to be sold. It was two years of hard work to achieve the desired product.
Gradually the company grew, crossed the city limits and managed to reach the whole country . With the advancement of large-scale production, new breweries were inaugurated in places such as Corrientes, Mendoza, Zárate, Tucumán and its own maltería in Tres Arroyos. Her advertising over the years made her part of Argentine popular culture.
The Society of Volunteer Firefighters and the Quilmes Hospital had the collaboration of the brewery for its construction. Otto Bemberg also inaugurated a maternity hospital and to this day it is named after having been the historical benefactor of that entity. And as if that were not enough, he also created the Polyclinic of the Brewery and inaugurated facilities in the School No. 30 “Manuel Belgrano” and the Chapel San José Obrero located in the neighborhood Villa Argentina.
Otto Bemberg not only contributed educational and health entities in the city of Quilmes but also founded the Sports Association Brewery and Maltería Quilmes and the recreational center Parque de la Cervecería which has more than 87,000 m² of green spaces.
Scandal, Peronism and expropriation
In 1937, a complaint before the courts of law initiated what is known as the Bemberg Case. In that charge, a claim was brought against the Bemberg business group for evasion of tax on the free transfer of property for public limited companies residing abroad.
Public opinion was responsible for exacerbating interest in the case into one of the most important economic scandals of the 1930s . While the Perón regime encouraged the public administration of large enterprises, it avoided the expropriation and nationalization of large sectors of industry in order to promote industrialization through import control and government bank credit.
The nationalization of the Bemberg group has been presented as a sample of Perón's concentration of power or as a personal revenge of Evita. However, after a thorough analysis of the case, it is possible to determine that this was an exceptional conduct that responds to the symbolic character represented by the company. The Bemberg group was the clear representation of the political influence exerted by economic and financial power before the arrival of “New Argentina”.
On 4 February 1955, Juan Domingo Perón expropriated the company to the Bemberg family and handed the management to the brewing union. This nationalization allowed Peronism to implement some of the most ambitious objectives known to it in the area of workers' participation.
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