Launched on the Portuguese marked in 1942 as a luxury beer brand, the Imperial logo would grow to be the generic designation in its market, namely, the South, for a draft beer. SCC decided to start producing again a beer with the Imperial mark, continuously, from May 1995, when they decided to introduce a new brand to the market, lighter and directed to the youth, whose advertising reflects the joy and the irreverence of this age part of the consumer base.