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Pilsen Callao national market participation increases (Translation)

13 October 2010

Continuing growth in several regions of the country.

- Pilsen Callao market participation reached 30% in August 2010.
- It has been able to maintain its leadership in 13 cities in the country.

Lima, October 7th, 2010 - Pilsen Callao, the authentic beer that unites true friends, reports that according to CCR, its participation in the national market reached 30% in August of this year. It should be noted that from 2006 to today, Pilsen Callao has gained 9 points of participation at a national level.

After Cristal and with such a historical result, Pilsen Callao strengthens its position of being the second highest selling brand in the country. In this way, it has maintained its presence in the market for more than 145 years.

Pilsen Callao maintains its unquestionable leadership in cities like Callao, where it originated, Tumbes, Piura and Lambayeque in the northern region, Cusco in the southern region and Loreto and San Martin in the eastern region. In these cities, Pilsen Callao is the most preferred beer brand and its consumers are loyal to it.

According CCR, a company that specializes in international market assessment, Pilsen Callao increased its market participation by 5 percentage points in the country's northern region over the past year. It went from 51% in August of last year to 56% in August of this year. Meanwhile, in the country's southern region, its market participation went from 13.9% to 16.1% during the same period. In the country's central region, its market participation reached 30.5%.

"Pilsen Callao's national numbers show that the brand is undergoing a great deal of growth, and further indicate the public's recognition of this authentic beer, that has remained successful for more than a century. Also, thanks to its traditional process of elaboration, we can offer consumers a product with authenticate flavour," stated Javier Fernández, Pilsen Callao's Director.

It is worth mentioning that thanks to efficient brand differentiation and quality portfolio management, Backus owns the brands most preferred by consumers, which strengthens the company's marketing strategy of owning strong, consolidated and well-placed brands at a national level with 90% market participation.

About Pilsen Callao
Pilsen Callao is Peru's first beer, and one of the first and most important in South America. Its origins date back to 1863, when Federico Bindels allied with Aloise Kieffer, a French citizen, to produce the first beer in, what was at that point, the important harbour district of Callao. Pilsen Callao's was born in a turbulent time in Peruvian history. However, it has remained one of the most popular beers in the Peruvian brewing market for more than a century and a half. It has a faithful following, loyal to its quality and tradition, that recognizes it as an authentic beer. Pilsen Callao is the beer of authentic friendship.

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

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 07/10/2010.


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