Dorada Discovers the Leisure Plans Offered by El Hierro through Limited Edition Bottles with Images of the Island
18 October 2012
This initiative was supported by the Island Council of El Hierro and the Vice-Ministry of Tourism of the Regional Government of Canarias
- This initiative is part of the campaign ‘Dorada, 7 islas, muchos planes’ (Dorada, 7 islands, many plans’) which includes a limited edition of 840,000 bottles with designs depicting the leisure activities on all the islands
- With this recently started initiative, Compañía Cervecera wants to boost the tourism sector
- The practise of scuba diving and the traditional Descent of the Virgen de los Reyes became the centerpieces of the new label
Valverde, October 16th, 2012 - This morning, in the Island Council of El Hierro, Dorada launched its new bottle, featuring an original design showing the different leisure plans offered on the Island and supported by the Island Council, as well as the Vice-Ministry of Tourism of the Regional Government of Canarias
The councillor of Tourism of the Island Council of El Hierro, Verónica Montero, and Elías Rosales, director of Sponsorship of Compañía Cervecera de Canarias, were in attendance.
The main image on the bottle features the Orchilla lighthouse against a background of the sea of El Hierro, which represents one of its main appeals for tourists. In this case, the scuba activities, the tranquility of the infinite landscape of the island, and traditions like the Descent of the Virgen de los Reyes complete the leisure activities presented by Dorada.
This initiative is part of Dorada’s tribute to the seven Islands, ‘Dorada, 7 islas, muchos planes’ (Dorada, 7 islands, many plans’), a campaign launched on the 15th that celebrates being from Canarias and living on the Islands.
For this, it has launched a limited edition of 840,000 Dorada bottles that include seven different models with labels depicting the main leisure plans offered by Tenerife, El Hierro, La Gomera, Fuerteventura, La Palma, Lanzarote and Gran Canaria, featuring the most characteristic and beautiful places on each of the islands.
The bottles depict the majesty of the scenery, the richness of the traditions and the variety of activities that can be enjoyed on the Islands, allowing both locals and the millions of people that chose Canarias as a vacation destination each year to enjoy a privileged setting and the best of plans.
The project started in December 2011 with the launch of a social media contest which allowed fans to submit their pictures of activities on the seven islands, which could potentially appear on the new limited edition Dorada bottles.
In addition, each bottle was to depict the most characteristic landscape, as chosen by each one of the town halls of the islands. The town halls wanted to join this initiative and handed over images that they considered to be the most emblematic of their island. These images served as the background for the leisure activities submitted by Dorada followers.
Each bottle has successfully fused a wide selection of images representative of the beauty, individuality and idiosyncrasy of each one of the seven islands. This allows everybody to build up a unique collection which, as a whole, is a good sample of what the Canary Islands are, what they offer and how they feel and live.
The bottles will be available in hospitality establishments on all of the Islands in the second half of October.
The campaign will be complemented by humourous spots in which Dorada highlights the various possibilities the islands have to offer to encourage everyone to experience their spectacular settings and to participate in the activities offered in each of them.
With this campaign, Compañía Cervecera demonstrates, once again, its commitment to Canarias, its society and its economy, by uniting the efforts of the Regional Government of Canarias and the town halls of the islands to reinforce the tourism sector.
About Compañía Cervecera de Canarias
Compañía Cervecera is one of the main national breweries and one of the main engines of economic and social development in Canarias: it boasts the creation of 7,000 direct and indirect jobs; it is a shareholder in several companies in Canarias; and it gives priority to local supplies in order to carry out production. Part of the international group SABMiller, the company counts more than 300 business owners from Canarias among its shareholders, approximately 30% of the total, and are represented by two members on the Board of Directors.
Compañía Cervecera produces its own brands of beer Dorada and 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 and the energetic Red Bull.
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 16th October 2012.