Approaching its 120th anniversary in 2024, Cini is led by the fourth generation of the same family. How have they achieved so much success? Cini is a company that has been operating in the beverage market since 1904, spanning over a century in the beverage industry. Initially, when the Italian Ezígio Cini entered the beverage business, he had the idea of introducing his culture through the production of craft beer. However, over the years, Cini decided to invest in carbonated beverages. The production of craft beers was discontinued because, during that period, with wars occurring, the necessary ingredients for manufacturing did not reach Brazil.
At the same time, the Cini family was already working on creating soda. The experiments were increasingly successful, and with the lack of raw materials for brewing beer, carbonated beverages became the main product.
The company’s communication department states that success lies in always paying attention to the consumer’s taste, as well as investing in unique and different flavors.
Another focus is to keep the product at an affordable price, allowing families of all social classes to experience the flavors of the sodas produced by Cini. Cini’s products became so popular in Curitiba, that the Gengibirra, a mild ginger flavor soda, was nicknamed by the Mayor as the “city’s champagne”, without alcohol, of course. And the Wimi became a synonym for orange soda in Curitiba.
The company still has a close relationship to the city. Early this year, a campaign was launched where part of the revenue from the Cini’s mini soda bottles sales would be donated to Erastinho Hospital, specialized in pediadric oncology.
Even though Cini is the oldest soda beverage company in Brazil, it does not stop searching for innovation.
With the advancement of technology, Cini had to reorganize, and that’s when the decision was made to introduce German technology. The need to look for new technologies arose when Cini expanded its product variety and, consequently, the number of consumers.
In addition to technological introduction, the company also invested in the training of its employees, reinforcing its production capacity. Even with the greatest success being in the State of Paraná, for cultural and emotional reasons, with the unique flavor of the beverages, the brand conquers loyal consumers wherever it goes.
