Cerveza Cristal
 | |
| Type | Beer |
|---|---|
| Manufacturer | CCU |
| Country of origin | Chile |
| Introduced | 1977 |
| Website | www.cristal.cl |
Cerveza Cristal is a brand of pilsner beer from Chile belonging to Compañía de Cervecerías Unidas (CCU), born in Valparaíso in 1850[who?].
History
The brand was registered as "Pilsener Cristal" in August 1977 and its commercial launch occurred in 1978.[1][2] In 1993 it was relaunched as "Cerveza Cristal",[3] and on that same year it adopted the motto "Única, Grande y Nuestra" ("Unique, Great and Ours").[4][5] The success obtained by the brand in the Chilean market has been attributed to the systematic implementation of innovative marketing concepts and techniques, making it a leader and benchmark in its field.[4]
In 2008, a non-alcoholic version was launched on the market, called "Cristal Cero", to which "Cristal Cero Radler" was added in 2016, which contains lemon juice.[3] In 2023, a limited edition called "Cristal Orígenes" ("Cristal Origins") was presented as a tribute to the three natural regions of Chile: the northern zone with a touch of limón de Pica, the central zone with a touch of honey, and the southern zone with a touch of berries.[6]
Marketing
Star Wars tie-in
In December 2003, CCU commissioned a series of commercials for Cerveza Cristal, which were broadcast at the beginning of each advertising period during the broadcast of Star Wars saga films on Canal 13, so that the spots seemed to be continuations of the preceding scenes. In A New Hope for example, the scene where Obi-Wan Kenobi opens a chest to show Luke Skywalker his father's lightsaber is edited seamlessly to have the former hold a Cerveza Cristal complete with its jingle.[7] The campaign, titled The Force is with Cristal Beer, was awarded at various international events.[8][9]
The campaign resurfaced as an internet meme in 2024 applied to other movies to lighten up usually intense or dramatic scenes.[7][10]
References
- ^ "Cerveza Cristal presenta nueva variedad de edición limitada". Mercado Mayorista (in Spanish). 9 September 2019. Retrieved 6 March 2024.
- ^ "Cristal celebra la tradición cervecera" (PDF). EnCCUentro. December 2015. p. 7. Retrieved 6 March 2024.
- ^ a b Colombara, Ciro (12 June 2023). "De pilsener a cerveza: así es la historia de Cristal" (PDF). Mercado Mayorista (in Spanish). Archived from the original (PDF) on 6 March 2024. Retrieved 6 March 2024.
- ^ a b Jure, Felipe (March 8, 2021). "Única, grande, nuestra… Cristal". Dual Media (in Spanish). Retrieved 6 March 2024.
- ^ "Historia". Cristal (in Spanish). Retrieved 6 March 2024.
- ^ "Cerveza Cristal lanza edición limitada para homenajear a las distintas zonas del país". Anda (in Spanish). 13 June 2023. Retrieved 6 March 2024.
- ^ a b Zwiezen, Zack (March 6, 2024). "The Star Wars Cerveza Cristal Meme Is So Dang Good". Kotaku. Retrieved March 6, 2024.
- ^ Newbery, Charles (7 July 2004). "OMD Chile's product placement coup". Advertising Age. Retrieved 26 February 2024.
- ^ "Chile se consagró con el Gran Prix de Media". LatinSpots (in Spanish). 23 June 2004. Retrieved 26 February 2024.
- ^ Silva, Christianna (March 5, 2024). "What's going on with 'Star Wars' and Cerveza Cristal?". Mashable. Retrieved March 6, 2024.