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Consumers decide on the new launching of Cusqueña Red Lager (Translation)

7 March 2011


Local premium market innovation will continue

- Cusqueña Red Lager was launched in 2009 as a special edition, distinguished by its golden red colour and accentuated taste of malt and hops.

- In October 2010, Cusqueña Red Lager returned, surpassing sales expectations.

- Consumers have the option of voting that it return for more time by consulting the Cusqueña website at

Lima, March 1, 2011. - Cusqueña Red Lager, a special edition of Cusqueña, surpassed sales expectations when it was launched on the market in 2009 and 2010. This year, consumers of Cusqueña Red Lager have the option of voting so that it returns for a longer period of time than before.

In 2010, the special edition was launched on a national level. Its availability increased by 430%. Sales outlets where Cusqueña Red Lager appeared once again showed a 39% increase in business.

"We are very satisfied for having surpassed the expectations we had for launching Cusqueña Red Lager on the market in 2009 and 2010. We want to thank the public for having made this sales success possible. Therefore, due to constant requests by consumers for its return, we want to give them the opportunity to decide if we will launch it earlier than expected," Enrique Rosas, director of Marcas Worthmore, part of Backus, commented.

He finished off by saying, "We have decided that if 200,000 beer drinkers vote for Cusqueña Red Lager's return, we will launch it in July this year." Consumers can vote on the Cusqueña website at, so that this special edition returns to the market in July. Up until now, around 28,000 people have voted.

Cusqueña Red Lager is the result of constant innovation in the premium beer market where Cusqueña beer, with all its varieties, is a leader. This work allows them to create this golden red beer, a result of the perfect combination of finely selected malts and natural barley toasted during the malt process.

Backus confirms its portfolio management strategy with the Cusqueña Red Lager Special Edition, launching highly distinguished products which add value to the categories in which it participates.

About Backus
Backus is the business leader in Peru's beer industry with more than 130 years of experience. As part of the SABMiller group, it is the second largest beer company in the world, with production operations and distribution in over sixty countries on over six continents. We have seven industrial plants in various regions of the country and an efficient distribution system, meaning that our brands are in every corner of Peru.

Permanently focused on our clients' and consumers' satisfaction, one of the mainstays of our business plan is the growth of the enterprise through its individual brands. As such, we have a large portfolio of labels: beer and other alcoholic beverages, carbonated and healthy drinks and different kinds of water.

Our ongoing innovation and constant investment in infrastructure and the latest technology guarantee the quality of our products and services.

For more information:
Cecilia Quevedo
Backus External Communications: 311-3000
Yohana Medina / Carolina Ascenzo
LLORENTE & CUENCA: 222-9491 (extensions 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 [01/03/2011].

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