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Dorada dresses up with limited edition bottles for nightlife establishments (Translation)

31 October 2011

- A total of 100,000 bottles of the new format ‘Dorada Night' are being delivered over the course of this month to 84 nightlife establishments in Tenerife

Santa Cruz de Tenerife, October 28th, 2011 - Dorada has just released a special edition bottle that incorporates a new and attractive label, designed to promote its consumption in nightlife establishments.

A total of 100,000 bottles of Dorada Pilsen are being distributed over the course of this month in a new format, in which the traditional label has been replaced by an eye-catching plastic sleeve that completely covers the bottle, giving it a more striking look while still maintaining its identity. Apart from this sleeve, the new design ‘Dorada Night' incorporates fluorescent ink that makes some details on the bottle visible under black lights that can be found in many nightlife establishments.

The technology used in this bottle, called Sleever, uses a plastic sleeve that covers the whole bottle  and is attached to the bottle after passing through a steam oven.

The distribution of bottles is being carried out exclusively in 84 nightlife establishments, especially in urban areas.

This is the first time that a beer brand bottled in Canarias has developed an initiative of this kind, and as part of the campaign's activation plan, the product will be featured at weekend theme nights at some of the most popular nightlife establishments on the Island, to help thrust ‘Dorada Night' into the public eye.

About Compañía Cervecera de Canarias

Compañía Cervecera is one of the primary national breweries in Canarias, and one of the main engines in the economical and social development of the region: it boasts the creation of almost 900 direct jobs and almost 7,000 indirect and induced jobs; it is a shareholder of several companies in Canarias; and its production gives priority to local supplies. The company, part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which represent approximately 30% of the total, and are represented by two members on the Board of Directors.

Compañía Cervecera produces its own brand of beers Dorada y Tropical, and under licence Carlsberg; it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. It also has other beverages such as the natural drinks Appletiser y Peartiser, the energetic Red Bull and the premium Granini juices.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. 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 [28/10/2011].

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