A bottle can spark curiosity about an entire place. In Pureza's case, the story leads to Rancho Queimado and a company that turned 121 on October 5, 2026. Its journey began in 1905 with Alfredo Roberto Sell and remains connected to the town where the drink is made.

Before the guaraná soda, a small brewery

The company's history records that Alfredo Sell established his brewery beside the Rio Capivaras. In 1908, the business became Cervejaria Rio Branco and moved to Vila Baixa, near the entrance to town. The location helped with transportation and using water to generate power.

The first beer was called Tira-Prosa. It was followed by a non-alcoholic drink, known as sweet beer, which came to be produced with guaraná flavoring. In 1926, it was given the name Pureza. The 121st anniversary therefore refers to the company founded in 1905; the guaraná soda's name has its own date in the story.

A brand that moved with the times

According to the manufacturer, production remained manual until the 1970s. The arrival of machinery and, later, PET bottles expanded the ways products could reach consumers. The company's current presentation describes a family business run by the fifth generation.

Another chapter connects the drink directly to Rancho's identity: the strawberry flavor was launched in the early 2000s as a tribute to the town. It is a detail to remember the next time you come across that label.

Getting to know a town through its flavors

For visitors to Rancho, trying something made here can be the start of a conversation about the town. For those already familiar with Pureza, looking through old labels and factory records offers another way to connect with its story. The company's website has an archive of photographs and memories to keep the discovery going.

This article marks the anniversary using the company's own chronology. The sources consulted do not announce a public celebration or regular factory visits. The story, however, is there for anyone curious to discover it—and can be part of the conversation at your next meal.

SOURCES & NEXT STEPS

Pureza · chronology, archive, and company presentationPureza · historical account published in 2014

Sources reviewed on October 18, 2026. Original text by Portal Rancho Queimado, based on the sources listed.