From super bock to super doc

Super Bock Group, a Carlsberg joint venture in Portugal, found a unique way to thank frontline health workers battling COVID-19.

The company made a special edition of its alcohol-free offering, changing the name from Super Bock Free to Super Doc for four months. The alcohol-free brews were delivered to hospitals with thank-you cards for doctors and nurses.

An accompanying digital campaign, reached more than 4 million people on social media and received great engagement from the healthcare community.

Super Bock also partnered with a Portuguese distillery to turn the alcohol removed during the production of its alcohol-free beer into disinfectant gel that was donated to hospitals across the country.