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Cristal beer highlights how the Peruvian people live and celebrate the summer (Translation)

23 January 2012

- This campaign wants to promote the relationship between the Peruvian people and a celebratory spirit.
- This initiative represents different expressions of the summer celebration in different areas of the country. Summer doesn't belong to the coast.

Lima, January 20th, 2012.- Aiming to unite more Peruvians, Cristal beer, one of the most beloved brands in Peru, launches a summer advertising campaign carried out by Young & Rubicam representing different ways of celebrating the summer in Peru.

Nino Garboza, Director of Cristal, pointed out that Cristal wants to value what is ours: promoting the union and reinforcing our Peruvian identity. "Cristal beer, as the leading national brand, knows how we, the Peruvian people, live and celebrate the summer. With the idea of sharing with everybody the same feeling of joy, this campaign wants to represent the different expressions of celebration in each area, having in common these elements: the fun, the music and the celebration with Cristal beer."

As well as in TV and radio commercials, Cristal wants to have the biggest presence possible, transmitting the brand's message through cheerful and enjoyable songs, telling us how Cristal beer goes with the different ways of union and celebration typical of places as geographically different as Huancayo and Chiclayo, or Tarapoto and Lima. As the slogan of the campaign says: There are many different summers in Peru and we all celebrate them with Cristal. The summer beer of Peru. 

The filming and production process took three weeks travelling around Peru from end to end, and summoning bands in each city, such as Sonido 2000 from Tarapoto, Lucero del Alba from Huancayo, FKC from Lima and Amaya Hermanos from Chiclayo, so they could sing, in its own style, the lyrics written for the campaign.

About Cristal

Cristal beer is the leader in the Peruvian market and the most wanted nationwide. It is present all around Peru and it's the reference brand in the category, being named "Proud Ambassador of the Peru Brand." Cristal beer is always present in all our celebrations, that's why it's the beer that brings the Peruvian people together. Cristal, the beer from Peru.

For more information contact:
Cecilia Quevedo
UCP Backus y Johnston
311 3000 - 3119
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 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 [20/01/2012].

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