In 1992, Super Bock became the market leader in Portugal, maintaining the preference of beer consumers until today. In 1995, Super Bock was the first Portuguese brand to use product naming in a music festival. Thus, Super Bock Super Rock came to be the biggest rock festival to be held in Portugal and the only one to celebrate 20 consecutive years. In 1998 and 2001, Super Bock sponsors two of the largest Portuguese cultural events ever: Expo'98 and Porto 2001 (European Capital of Culture).