Pureza: Rancho’s story at the table

Before guaraná, a brewery

The company’s institutional history credits Alfredo Roberto Sell with founding Cervejaria Alfredo Sell on the banks of the Rio Capivaras. In 1908, the factory moved and adopted the name Cervejaria Rio Branco. Its first beer was known as Tira-Prosa. That production also gave rise to a nonalcoholic drink, popularly called cerveja-doce, or sweet beer.

The name that stayed

According to the historical account published by the brand, the guaraná drink was named Pureza in 1926. In 1940, the company became Indústria de Bebidas Leonardo Sell, after the founder’s son. The history helps distinguish three things found together in the archive: the company name, the soft drink brand and the products it made at different times.

Everyday objects tell stories, too

Bottles, labels and photographs of the factory offer clues to this transformation. When exploring the archive, compare the packaging designs and how the products are presented. It is a way to read a business’s history through objects that passed across tables and through shops. The historical images identified on the portal belong to this journey and do not describe the industry’s current operations.

A conversation across generations

To bring this story closer to your own, try asking someone in your family which packaging they remember and on what occasions the drink appeared at the table. The answers may differ: the value of the conversation lies precisely in the details each person remembers. These are personal memories that complement the chronology published by the company.

It is also worth noticing what changed in the labels and old photographs. Colors, shapes and names help reveal the passage of time. You can take the same approach to other products made in Rancho: looking for their origins is a way to get to know the people who contribute to the town’s economic and cultural life.

An origin that remains in the address

Pureza lists its headquarters at Rua Alfredo Sell, 58, in Rancho Queimado. Its official channels present the company, its products and business contacts. Being based in the town does not mean the factory offers regular tourist visits. To try the products, look for retail outlets; for information about the industry, use the contact listed in the place profile. Knowing its origins adds context the next time the brand appears at the table.