Pietro Schincariol came from Italy at the end of the 19th century and began a true adventure. His name is linked to one of the great Brazilian brands.
The family history Schincariol in Brazil begins with the arrival in the country of Pietro Schincariol, born in the city of Conegliano, in the province of Treviso, region of Veneto, in Italy, on July 19, 1877.
The Italian immigrant arrived in the country at the end of the 19th century and in 1902 married Amelia Barbiero, also Italian, born in Veneza. The couple had six sons and five daughters.
Among the children of Pietro and Amélia, was Cousin Schincariol, which in 1939 founded in Itu, a municipality in the interior of the State of São Paulo, the company Schincariol, initially focused on the manufacture of brandy, cocoa liqueur, quinado wine, anisette, currants and soft drinks.
Handmade manufacturing in the back of the house
In the early years, the factory began its production in an almost artisanal way, with equipment installed in the backyard of his house. Primo Schincariol himself delivered the produce in a cart pulled by a mule, to the few bars in the city at the beginning of the anos 40.
In 1954, with the growing popularity of tubainas, sweet soft drinks, generally based on guarana and flavored with fruit flavor, Schincariol launched its version of the drink. It was the Itubaine, a flavored soft drink Tutti Frutti, in 600 ml glass bottles, named after the city of Itu.
On the fiftieth anniversary, Schin beer appears
In the following decades, when the consumption of Itubaína had already spread throughout the interior of State of Sao Paulo: , the company decided to take a bold step. It was in 1989, year of Schincariol's fiftieth anniversary, that the group decided to expand its product line and enter a new category in the market, by launching the Schincariol beer.
At first, the launch was a success and the beer was popular. popular taste, capturing considerable market shares, especially in the interior of São Paulo, where there was already good traffic. With that, the group had no doubts and left for the expansion of its operations.
New units were opened and the business spread to other regions of Brazil. In 13 years of production, Schincariol beer had reached 9,8% market share, even bothering some extremely traditional leading brands.
However, the pace of sales did not increase as expected, despite investments made in company infrastructure, which logically began to negatively influence the cash flow. It was then that Schincariol hired the advertising agency Fischer for market research.
Schincariol launches Nova Schin
The results of the study revealed that the stagnation of growth was linked to a serious problem of brand image. A large part of the public considered Schincariol a beer for people of low income and com inferior quality to others available on the market. That was the reason for the high rate of rejection.
To reverse the problem, the group hired brewmasters Ruben Froemming e Peter Ehrhardt to develop a new formula. The company also brought in an advertising agency to create the launch campaign for the Nova Schin, in September 2003.
Furthermore, there was work on sales team training, who were unmotivated by the repeated rejection of the product at points of sale. Among the events held for the teams, the company promoted conventions and lectures sales specials, aiming for a new horizon for beer.
At the time, all media were flooded with the Nova Schin campaign, as a way of crowning Schincariol's strategy, of highlighting the new formula, new label and even the new logo of product.
Campaign results in sales success
As a result, the growth targets projected for two years were achieved in just four months. The New Schin quickly conquered important points in market share and brought to the company's coffers millions of reais.
In the following years, the company brought several innovations to the market, such as flavored beer with a mixture of lime and tequila, in 2004, the Nova Schin Zero (0,0% alcohol content), in 2008, and the Schin LitrãoIn 2009.
In 2004, the company changed the brand name again to simply shin, adopted the orange color and reformulated its packaging. As a bonus, it launched the advertising campaign Just because!, made for those who don't like explaining everything, including why they chose their beer.
Over the years, the Schincariol brought names like Zeca Pagodinho, Fernanda Lima, Aline Moraes, Luciano Huck, Thiago Lacerda, Ivete Sangalo, Carlinhos Brown, Samuel Rosa and Zeca Balero to the beer campaigns. Furthermore, it invested heavily to sponsor events such as Brazilian Formula 1 Grand Prix and several others across the country.
Itubaína grows and company changes owners
Meanwhile, the youngest of the family, the soda Itubaine It went very well, thank you, with sales spreading, first in the interior of the State of São Paulo, and then in the capital and coast. In 2000, following consumer appeals, the brand launched 2 liter pet bottle, a practical option for family and friends.
In 2011, 50,45% of the Schincariol Group was acquired by the Japanese company Kirin Holdings for R$3,95 billion. The Japanese company would buy the rest of the brewery shortly after. In 2017, the Heineken Brazil purchased Brasil Kirin for R$2,2 billion and both the Itubaína soft drink and the Schin beer became part of the company's portfolio dutch brewery.
Schincariol family brand is eternal
From the arrival of immigrant Pietro Schincariol to the country until the sale of the company to Kirin in 2011, the group was passed by his son Cousin Schincariol, by his grandson Nelson Schincariol and great-grandson Adriano Schincariol.
Regardless of highs and lows natural elements of the competitive Brazilian industry, the history of Schincariol once again shows the work capacity of the Italian immigrants in the construction of big enterprises of our country.
By Roberto Schiavon/Italianism
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