- Founded in 1934, in 2008 Central de Cervejas was purchased by the Heineken Group, a family-onwed business, with 150 years of history and tradition. The Group's vision is based on a  long-term strategy.
• According to Nielsen data, last year the domestic beer market grew by approximately 5% in volume, with a 6% positive variation in the Horeca channel and 4% in the food distribution channel. In the specific case of SCC’s beer portfolio, sales in volume grew by around 6%;
• 2017 was hence marked by an increase in beer consumption in the domestic market, reflecting the sector’s vitality surely driven by the year’s favourable weather conditions, growth in tourism and increased consumer confidence levels. Consumption per capita stood at 51 litres as opposed to the previous year’s 47 litres, but still behind the 61 litres reported in 2009 prior to the beginning of the “financial crisis”;
• Discussions are underway between the Brewing Sector and the Government involving a 5-year Excise Duty freeze on the grounds of a fair tax treatment, in particular with relation to wine, implemented in other countries, such as Spain, since 2005; 
 • Innovation continues to be a crucial element in our business growth strategy. In this context, highlight goes to the launch of Sagres Cascade, Bohemia IPA, as well as Radler Lima Frutos Vermelhos. In the case of Luso, emphasis is given to the launch of Luso Fruta Kids, in the Apple and Strawberry varieties, while in the cider segment, Bandida do Pomar was the launch of the year;
• Another event which took place in 2007 and deserves to be mentioned, was the resumption of production and sale of the emblematic brands from Coimbra, Topázio and Onyx, through a partnership between Hoppy House Brewing and Praxis involving these beers’ production in Coimbra.
• In 2017, beer exports accounted for around 12% of the Company’s overall beer sales volume, the Chinese market representing a very significant share of this percentage and currently ranking as our second largest exports destination;
• 2017 was also marked by the start of production of Sagres beer in Angola, the first international beer brand to be brewed locally through a Trade Mark License Agreement with the Angolan company, Sodiba.
• According to Nielsen, the Cider category grew by around 9% in volume in the domestic market in comparison with the year before. The ciders in our portfolio (Strongbow, Bandida do Pomar and Old Mout) showed a joint growth in volume of around 14 %;
• In 2107, Sagres beer launched a campaign whose motto is “Sagres, Ninguém nos Pára” (Sagres, no one can stop us), with a new positioning, giving voice and recognition to the new generations.  Highlight goes to the unprecedented campaign called Beertionary promoted by Sagres beer at Lisbon Airport and neighbouring areas, welcoming tourists arriving in Lisbon, helping them to say and pronounce a few basic words and expressions, useful for them to get around locally.
• The choice of the city of Porto, as the setting for the video recording of Heineken® global campaign of UEFA Champions League starring José Mourinho, must also be mentioned. Porto was also the chosen location to appear alongside with other world cities in the brand’s new aluminum bottle. Also deserving to be mentioned is the 34% increase in Heineken® global volume sales in 2017 in comparison with previous year’s figures;
 
• Deserving to be mentioned is the launch of Bohemia’s concept “Mesas Bohemias”, an innovative action that aims to provide a gastronomic experience (of Portuguese regional cuisine) paired with Bohemia beers, served in restaurants that represent the best of national “cuisine”, which exchanged cities on a temporary basis.
• According to Nielsen data, in 2017 our water business continued to show a positive behaviour, keeping its volume growth in the domestic market at 4%. The national wide campaign promoted by Luso com Gás prior to the summer fire calamities, aimed at supporting the Portuguese Firemen Brigade must also be highlighted. 
• Sagres Beer and Água de Luso were again distinguished as Trusted Brands by Reader’s Digest, in its 2017 edition, for the eleventh and eight consecutive time, respectively. Likewise, Sagres Branca, Bohemia Original, Água de Luso and Luso com Gás were awarded gold medals by the prestigious Monde Selection Competition 2017. Mention must also be made to the “Distribution Master Product” prize awarded to Bohemia by Retailers;
• We continued with our Sustainability Programme – Brewing a Better Future, reducing water and energy consumption in our facilities, improving CO2 emissions, obtaining raw materials from sustainable sources, promoting responsible drinking habits, investing in the growth of the local communities adjacent to our production plants, ensuring our People’s Safety, Health and Human Rights at all times, with highlight to the association of Sagres with the solidarity initiative launched by the Portuguese Football Federation to support fire-stricken families.
• In 2017, NOVADIS responsible for the sale and distribution operations of the brand portfolio of Sociedade Central de Cervejas e Bebidas and other third party brands, underwent a business adjustment, henceforth including total coverage of the District of Faro and Beja, currently covering around 70% of our customers in the Horeca market. 
• Our support to the Community has been systematically carried out through a protocol with the Vila Franca de Xira Municipal Council, protocol with CAIS – Street Football Support Project and financial aid to the Vialonga Orchestra.
• Through our non-alcoholic beer, we kept our partnerships with ACP (Portuguese Automobile Club), PRP (Portuguese Road Accident Prevention Association) and Aliança para Prevenção Rodoviária (Road Accident Prevention), an initiative promoted by Galp in the Drinking and Driving context.
• Fundação Luso continued its activity plan focusing on the community, the environment and health, highlight going to the protocol signed with Quercus aimed at developing different initiatives to support and preserve nature and biodiversity in Serra do Buçaco, as well as protect and promote the water and natural heritage of Luso, the source of Água de Luso.