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Cusqueña Red Lager Special Edition (Translation)

5 October 2009

Innovation in the local Premium market continues

- Cusqueña Red Lager Special Edition distinguishes itself by its golden red colour and its malt and hop flavours

- Cusqueña Red Lager is a special edition that will be available in Lima and eight other cities in Peru

Lima, October 1st, 2009 - Cusqueña Beer keeps innovating the beer market by bringing a new beer variety to the Premium market: Cusqueña Red Lager, a beverage of golden red colour, a product of the perfect combination of specially selected malts as well as the natural toast of barley during the malting process.

"Cusqueña is a Premium beer, different and innovative, which researches client's preferences constantly. Cusqueña Red Lager is a product of that research and has been developed for the consumer who is looking for new flavour experiences as well as the opportunity of tasting a special beer", Enrique Rosas, Director of Worthmore Brands of Backus, stated.

With Cusqueña Red Lager Special Edition, Backus reasserts its strategy of financial management with the launching of highly distinguished products that add value to the participating categories. 

Cusqueña Red Lager Special Edition will be present in Lima as well as eight cities nationwide: Chiclayo, Pucallpa, Cusco, Huancayo, Arequipa, Trujillo, Piura and Tacna, at multiple selling points, traditional wineries, supermarkets, convenience stores, liquor stores, restaurants and bars.

We have to mention here that the launching of Cusqueña Red Lager is the result of permanent marketing investigation studies that Backus performs, with the main aim being to know the preferences as well as expectations of the consumer. "Cusqueña Beer, along with its development strategy of Premium brands, has identified high interest levels when it comes to new kinds of beer. This motivated us to launch a product with unique characteristics with the main goal being to expand the beer consumer base through all our varieties," Rosas added.

Cusqueña Red Lager is introduced into the market in two different presentations: 330 ml (NR) and 620 ml (R), with its highly recognizable bottle carved with the twelve angles stone and a specially-designed orche-coloured label. Its recommended retail price is S/.3.00 and S/.4.30, respectively.

For more information:
Cecilia Quevedo / Dora Vallejos
Comunicaciones Externas Backus - 311-3000
Samuel Saiz - Carlos Solari
LLORENTE & CUENCA - 222-9491(Annex 225-220)

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on  We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on October 1st.


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