GENERAL pays tribute to the ‘Volta a Portugal’ (Cycling Tour)Pedro Pinhal
To honour the greatest sporting event of the Portuguese summer, GENERAL launched a can to celebrate the 90 years of the ‘Volta a Portugal’, which was held for the first time in 1927.
Regarded as one of the greatest symbols of national identity, the ‘Volta’, whose 79th edition took place between August 4 and 15, is thus portrayed in the lithograph of a limited edition of tuna cans in oil of this brand of canned fish with a historical connection to the queen of the Portuguese cycling races. Of the 79 editions of the race, many were the times in which the GENERAL brand was displayed on the torso of cyclists, especially those wearing the yellow jersey, a colour that also predominates in the brand’s cans.
The illustration of this thematic can depicts some of the most emblematic stages of the ‘Volta a Portugal’, such as the ascent to Serra da Estrela or to the Sanctuary of Senhora da Graça.
This thematic issue aroused great curiosity and interest among cycling enthusiasts, which motivates Dom Manuel, the company producing the brand GENERAL, to consider its reissue.
GENERAL benefits from synergies with the world’s oldest group in the sector, the Portuguese company Ramirez & Cª (Filhos), SA, in which it is integrated, which allows it to present itself to the market with an innovative philosophy and a strong brand image.
The diversity of the range and gastronomic solutions, for a quick and practical preparation, is the key to the success of the GENERAL brand, which has more than 30 references of canned fish (including tuna, sardines and specialties such as stuffed squid, mussels or octopus stew). It is one of the three main canned brands in the Portuguese market and with increasing growth in Central Europe and the PALOP.