Skol

Skol is an international beer brand, brewed since 1959 and now owned by the Danish Carlsberg group. The name comes from skål, the Scandinavian toast meaning "to our health". It reached Brazil in 1967: Cervejaria Rio Claro, the maker of Caracu in the interior of São Paulo state, registered the brand and launched Skol Pielsen under licence.

In 1971 the company launched Skol-Caracu in a tinplate can, described as the first canned beer in the country. In 1980 Brahma took control of the company that combined Skol and Caracu and gained exclusive use of the brand in Brazil. The turning point came in 1997 with the slogan "Desce redondo" ("goes down smooth"), created by the F/Nazca agency: when the campaign debuted, Skol was competing for third place in sales; afterwards, it took the market lead. With the creation of Ambev in 1999, Skol came to be brewed by the new company, under licence from Carlsberg. In 2015, Exame called it the most popular beer in Brazil.