Presidente was purchased in 2012 by Anheuser-Busch, who in turn was bought by AB Inbev. Presidente beer has also been brewed in St Louis for several years now.
And for what it is worth, Prersidente was founded by an American. It changed its name to Presidente in honor of Trujillo.
Respectfully,
Playacaribe2
A fact verified in 1929 when New York businessman Charles H. Wanzer, together with American and Dominican partners, founded the Dominican National Brewery (CND) with a capital of US $ 350,000.
Administered by the American H.B. Senior, it featured German brewmaster Henry C. Gronau, a veteran with prior experience in Puerto Rico at the Palma Real Brewery. Its pioneering products were the Colón (1930), Reina (1931) and Maltina Reina beers, formulated by Gronau. With a volume of 500 thousand liters per year, for a per capita consumption of 0.4 liters.
In 1930, a full-page advertisement in Listín Diario called for a toast "to the perfect drink," identifying Colón beer as "a pure and delicious drink as well as healthier." Plus, "uplifting, appetizing, refreshing, invigorating" - almost a chilled Viagra. Another promotion presented it as “the national drink”, made “by a secret procedure whose formula belongs exclusively to us - ripened and seasoned in wooden barrels”. It was sold in the bottle, for consumption at home, and in barrels, retailing "by the glass in trendy cafes."
This campaign, illustrated with cheerful and mischievous beer elves, made some foreign brands consumed in the country replicate this by reinforcing their advertising, such as the Cuban Tropical and Cristal Palatino.
In mid 1931 CND announced the release of Reina beer, "absolutely pasteurized", naming it "the champagne of all beers." In 1935, another campaign employed a young woman in a Harlequin costume that highlighted the purity of its ingredients: "made from legitimate Pilsen malt and genuine Czechoslovakian hops, with no artificial essences or added preservatives." At the time, the company jointly promoted Colón and Reina, not only because of the attractive price and its national manufacture, but also because of the "unbeatable" quality.
In mid-1935, CND, managed by C.K. Schmidt and having as a brewmaster the young Henry William Gronau, known as Jaime and son of the previous Gronau, launched a new beer, Presidente Especial. Four years later, it introduced its Corona malt extract as a nourishing and refreshing drink, being promoted alongside Maltina Reina for its invigorating power.
For the Centennial of the Republic, in 1944, Special President De Luxe, a bitter light stout brew, made its triumphal entry, which reached greater acceptance. A sober advertisement showed his elegant bottle being uncovered by a male hand, before a beer glass held by a female one, in a suggestive "Intermezzo". In the 1950s, the label was redesigned, removing the adjective Special and changing the font. It sold for 45 cents a bottle and a 12-ounce average for 25 cents.
By the beginning of the 1940s, production had doubled, reaching more than 1 million liters. At the end of the decade, this figure increased sixfold, 6.7 million in 1949. Per capita consumption stood at 3 liters. Eloquent indicators of the unstoppable impact that the President had from the beginning, until today when his leadership has remained unscathed, gaining well-deserved international prestige.
The first 30 years of the CND passed under the Trujillo dictatorship. As with other lucrative businesses, the dictator also ventured into the brewery in 1949 through the recently created Sociedad Cervecera Antillana, founded by Jaime Gronau with Puerto Rican and Dominican partners. That launched the La Dominicana and Cibao brands on the market, with milder flavors than the more bitter Presidente, obtaining relative initial success among consumers. Another product introduced in 1952 was Presidente Pílsener, as the last workhorse.
Even by appealing to unfair trade practices - such as pressure on the distribution network through caliesage - the new company could not compete with the CND in the medium term, in terms of technology, quality, prices, and public preference.
In the rich rumor mill of the Era it is stated that Trujillo, who had settled in the so-called Estancia Ramfis, formerly owned by the banker and sugar businessman Santiago Michelena and current headquarters of the Chancellery, used to complain about having the original facilities of the Brewery opposite the state.
Alleging annoyances caused by the noise of the bottles on the production line and the smoke generated by the boilers, he allegedly lobbied to force the transfer of the factory.
The truth is that this episode of competition ended in 1952, with the acquisition of Cervecera Antillana by the CND group. Which took advantage of its physical and machinery facilities, incorporating the Malta Morena brand into its portfolio, registered by the assimilated company. Trujillo remaining as shareholder of the CND. Reigning Presidente Pilsener, La Fría, for 81 years...
CND was later partnered with A-B from the USA, which also got partnered and acquired by Ambev. Today Presidente (Pilsener) beer is brewed both in the DR and in the USA.
The green bottle has remained intact as per design and color.