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Friend Day will be celebrated the first Saturday of July (Translation)

5 July 2010

Taking take place in Peru the second year in a row

- By now, over 53 thousand people are part of Friend Day through social  Internet networks

- Unions, commercial centers and mass media have joined efforts to promote the institutionalization of Friend Day

- Pilsen Callao has strengthened its commitment to Friend Day, just like last year. It has joined other companies and will issue a series of contests.

Lima, June 30, 2010.- Friend Day will be celebrated in Peru for the second consecutive year. Last year, Pilsen Callao and other institutions united in May of 2009 to bring about this celebration which managed to gather thousands of people who celebrated the special event on the first Saturday of last July. This year, people are preparing to enjoy this great event next Saturday, July 3rd.

For Pilsen Callao, promoter of the event, Friend Day means to authenticate the value of friendship. It is also a way to share a special day with those who accompany us all year round through joys and trials.
"For each Peruvian, celebrating and sharing next to true friends is part of our culture. Although there is no specific day to share with friends, our responsibilities and commitments often make us miss those special moments. Therefore, Pilsen Callao promotes Friend Day and highlights the value of the friendship by celebrating authentic friendship every first Saturday of July", declared Nino Garboza, Pilsen Callao Director.

As part of their celebration strategy this year, Pilsen Callao will make use of the alliances obtained by Friend Day with unions, commercial centers and mass media, to organize events throughout the city. For example, activations will be carried out at thousand of bars and discotheques such as Costa Brava, Decibel, Mr. Fish, Embarcadero 41, El Tumbao and Barza Xtreme, among others. Thousands of friends are expected to come out and celebrate the occasion. Pilsen Callao will assign over 2,000,000 soles for the promotion of this special event, which is being announced over the radio, television, BTL, Internet pages and social networks like Facebook, which already has 53 thousand followers. All this accompanied by contests offered through its website

Last year, over forty thousand national points of sale participated in Friend Day, thus helping thousands of Peruvians to enjoy authentic friendship.

About Pilsen Callao

Pilsen Callao is by far the oldest Peruvian beer and one of the oldest in South America. Its origin goes back to 1863, when Federico Bindels formed an association with the French citizen, Aloise Kieffer, in order to make the first beer in the harbour district of Callao. Pilsen Callao emerged amidst turbulent times in Peruvian history. Almost a century and a half later, it remains in the highest levels of preference in the Peruvian brewing market, with a faithful followers of its quality and historical value. Pilsen Callao is the beer of authentic friendship.

For more information, please contact:
Cecilia Quevedo/ Dora Vallejos
Comunicaciones Externas Backus - 311 3000
Yohana Medina/Antonio Rojas
Llorente & Cuenca - 222 9491 anexos  208/262

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 [30/06/2010].


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