Dorada markets a new edition of aluminium bottles with designs inspired by the Chicharrero and Los Indianos Carnival (Translation)
26 January 2012
- The company adds three new designs based on Santa Cruz de Tenerife's most international celebration, the designs are inspired by the contests, the parade, the carnival night and one inspired by Palma's carnival
- To these new designs , 1,4 million cans with colourful designs inspired by this celebration will be added
Santa Cruz de Tenerife, January 23rd, 2012 - Dorada, official sponsor of Santa Cruz de Tenerife's Carnival, has started the commercialisation of a limited edition of 270,000 aluminium bottles that reproduce four designs keeping with the occasion of the most international celebration in Canarias.
This initiative, started last year by Compañía Cervecera, includes important innovations in the current edition, as it includes three bottles with designs keeping with the occasion of the Chicharrero carnival and another bottle dedicated to Los Indianos of La Palma. In this case, the designs have been based on the comic as the cornerstone of a colourful creation that marks the trademark of the bottles.
To this has to be added the increase of units sold, estimating an increase of sales in 10% in comparison to 2011.
Another peculiarity of this limited edition is the change introduced in the shape of the bottle, opting for a more traditional beer bottle.
With the new aluminium bottles, Compañía Cervecera anticipates to put in the market a total of 1,410,000 Dorada cans with a design keeping with the occasion, duplicating last year's number.
Party in the street
For the current edition, Compañía Cervecera opted to show in their designs the atmosphere of the streets during the celebration. Precisely, this theme has been included as a link in the four designs of the new bottles through the addition in the four designs of one street that unifies the four models.
To this has to be added the introduction of the most representative aspects of the celebration. One of the bottles reproduces the Contests and makes reference to aspects that go from the Queen of the Carnival to the different associations that participate in the celebration.
Another design focuses on the Parade, in which the most representative characters are represented. The third design, Night, focuses on the night activities, such as the burial of the sardine, the joy in the streets, as well as other emblematic places.
In the bottle inspired by Los Indianos, people like La Negra Tomasa and the festive atmosphere of the Island dyed in white because of the talcum powder are depicted.
The distribution of the new four bottles and the can during the carnival, is taking place in bars and restaurants, as well as in supermarkets, mainly in the metropolitan area of Tenerife, contemplating the distribution in the south and north areas of La Isla and La Gomera.
In Palma, the distribution of bottles will be limited to Los Indianos design, contemplating a distribution of 24,000 bottles.
With this initiative, Dorada corroborates its presence and involvement in Santa Cruz de Tenerife and La Palma's Carnival, which means a support for the campaign that started last year, reaching an important success, as it was reflected in an increase of sales, allowing to exceed the initial expectations of the company.
Sobre Compañía Cervecera de Canarias
Compañía Cervecera is one of the main national breweries and one of the main engines in the economical and social development in Canarias: it boosts the creation of almost 900 direct jobs and almost 7,000 indirect and induced jobs; it is shareholder of several companies in Canarias; and it gives priority to local supplies in order to carry out their production. The company, that is part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which are approximately 30% of the total and are represented with two members in 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. Also, it has other beverages such as natural drinks Appletiser y Peartiser, the energetic Red.
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 [23/01/2012].