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By consumer demand, Backus launches Cusqueña Red Lagerlimited edition (Translation)

18 July 2011

Returning to the market by popular demand
- After having exceeded all sales expectations in 2010, Cusqueña Red Lager comes back for its third consecutive year.
- Backus hopes to increase Cusqueña Red Lager's sales volume by approximately 350 percent this year.
- Consumers had the option of voting for its return to the market; more than 200,000 people online asked for its return.

Lima, July 14, 2011 - After exceeding all sales expectations in 2009 and 2010, Backus decided to relaunch a limited edition of Cusqueña Red Lager nationally, effective this month.

The launch came as a response to numerous requests through a social media campaign for the Cusqueña brand, where more than 200,000 people asked for this beer's return.

Cusqueña Red Lager is an example of many more innovations introduced by Cusqueña to the Peruvian market, and it will continue to have the same 330 ml and 620 ml presentation, for a price of S/. 3.00 and S/. 4.30, respectively.

It is worth noting that Backus hopes to increase Cusqueña Red Lager's national sales volume by approximately 350 percent in comparison to last year, due to its greater availability at points of sale.

Backus also aims to continue to grow and develop new categories to strengthen its brands and satisfy consumers' needs. Cusqueña Red Lager is a result of constant innovation in the premium beer market, where Cerveza Cusqueña is still the leader.

About Backus:

Unión de Cervecerías Peruanas Backus and Johnston S.A.A. is the leader of the brewing industry in Peru, with five decentralised production plants in Lima, Arequipa, Cuzco, Motupe and Pucallpa. We have a portfolio of very well-segmented national and international brands that aim for our customers' satisfaction at more than 150,000 points of sale throughout the country. During 2010, Backus registered net sales of S/. 2676.7 million, contributed S/. 2004 million in taxes and gave direct employment to more than 1700 people.

Backus focuses on sustainable development and looks to create shared value and social inclusion with those who form its value chain and with the communities where it operates, through three areas: economic, social and environmental. This is how its initiatives and projects create strategic alliances that leverage efforts and achieve greater impacts in interest groups.

For more information, contact:
Cecilia Quevedo
 Backus - 311 3000
Yohana Medina / Lorena Oviedo
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 [14/07/2011].

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