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Cusqueña begins the search for the “Heirs of our Magic” (Translation)

16 November 2011

- Backus and MINCETUR support cultural awareness through this contest
- Fans, students and craftsmen/artists from all over Peru will participate

Lima, November 14th 2011 - With the support of the Ministry of Foreign Commerce and Tourism and Backus brewery, Cusqueña beer will launch its "Heirs of our Magic" contest nationwide.

This contest is for Peruvian people over 18, fans, students and artists from all over Peru to be inspired by the legacy of our ancestors and display the talent and passion for the arts that exist in our country to create an artistic representation of the Kero cup.

Javier Neyra, manager of the brand Cusqueña, stated, "The contest ‘Heirs of our Magic' represents an opportunity for us to show our talent and passion, and these artistic legacies that make us feel proud of our origins."

"Heirs of our Magic" urges all Peruvians, with or without professional experience in the arts, using any technique, to show the talent and the passion that they inherited from their ancestors with their own representation of the Kero cup, a sacred vessel that illustrates the mysticism of our ancestors.

Claudia Cornejo vice president of tourism, said that she shares with Backus and the Cusqueña brand an interest in promoting culture through art, and that this contest promotes social inclusion where all participants can express their talent in a creative way and also remember something valuable of our past, the Kero cup.

It is worth highlighting the fact that four great Peruvian masters, Gerásimo Sosa (master ceramist from Chulucanas); Abraham Aller (master sculptor of Cusqueño); Edwin Loza (master mask maker from Puneño) and Máximo Laura (master weaver from Ayacuchano) are part of this project and are also members of the jury that will evaluate each participant in their quest to win important prizes valued at more than S/. 120,000.

Also, the best pieces presented in this contest will be part of an itinerant exhibition that will visit the main cities of Peru as a way of spreading the arts and the talent of our participants and helping to make their works known.

Cerveza Cusqueña, Backus and MINCETUR again express their commitment to the promotion of our culture and a desire to affirm our Peruvian legacy and artistic heritage for future generations.

About the contest:

From November 14th, anyone interested in participating in this contest will be able to register nationwide, at no cost, through the website

You can participate in one of three categories, depending on your experience: amateur category, student category and craftsmen/artists category. Also, the artwork can be created using any technique and/or material that you choose. The deadline to send the artwork is January 31st, 2012 and the gathering points will be located in: Lima, Pucallpa, Iquitos, Chiclayo, Cusco y Arequipa, Huancayo and Ayacucho.

The selection of the finalists' works will take place from February 1st till February 08th, 2012, while the final stage of winners will be announced between February 15th and February 18th, 2012 in Lima, with the participation of four master craftsmen that form the jury, a public notary and a representative of Cusqueña beer.

About Cusqueña

Cusqueña beer embodies the millennial heritage of the Incas because is created with the same talent, passion and attention to detail that the Incas perfected that made their work admired by the whole world. Cusqueña is the national premium beer from the Backus portfolio, made 100% with barley and Saaz hops, the world's finest.

For more information, contact:
Cecilia Quevedo
Backus External Communications- 311-3000
Yohana Medina
Llorente y Cuenca - 222-9491
Synthia Cacho

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 [14/11/2011].

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