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Cristal Beer Confirms its Leadership and Launches Two New Presentations, “Chelita” and “La Campeona”

29 March 2013

- The new sizes, along with the renowned quality of Cristal Beer, are the perfect combination for all beer-drinking occasions.
- Both presentations are canned and offered at competitive prices.
- “Chelita” (250 ml) and “La Campeona” (473 ml) are available in liquor stores and supermarkets nationwide.

Lima, March 25th, 2013 - With the goal of offering consumers and clients a variety of quality products according to their preferences, Cristal Beer launches “Chelita” (250 ml) and “La Campeona” (473 ml), two new sizes that will leave people talking about, both with the fresh flavor and renowned quality of this country’s leading beer.

“Both innovations arise from thinking of different occasions for beer drinking and offer competitive prices to the Peruvian market. The biggest novelty of ‘Chelita’ and ‘La Campeona’ is their sizes, which make them the ideal options for a treat or to start any celebration. All this with the renowned quality and the refreshing flavor that make Cristal Beer the most preferred among the majority of Peruvians,” stated Javier Fernández Rivera, Cristal Brand Director of Backus.

A “Chelita” for every occasion

“Chelita” is a new product that intends to become a leader in its category, due to its innovative size of 250 ml. It can be enjoyed on every occasion of the week; either at lunch, with a snack, in a gathering after work or simply to satisfy a craving.

It should be mentioned that this is a canned presentation from Cristal (aluminum can) which cools down faster and stays cold longer. The price to the public will be of S/. 1.50 New Soles.

 “La Campeona” to start a celebration

On the other hand, “La Campeona” will be the perfect companion for the “starters”, to start a celebration and have fun. With “La Campeona Cristal”, a 473 ml-can, you will enjoy great starters. The price to the public will be only S/. 3.00 New Soles.

Both presentations will be available starting March 25th in liquor stores and supermarkets nationwide.

With these two innovations, Cristal Beer confirms its national leadership. It’s always one step ahead of its consumers’ preferences and requests.

About Cristal

Cristal is the leading beer in the Peruvian market and most-preferred nationwide. It is available throughout Peru and it’s the model brand of its category. It has been named, “A proud ambassador of the Peruvian Brand.”  Cristal Beer is always at our celebrations, and that is the reason why this is the beer that unites Peruvians. Cristal, Peru’s beer.

About Backus:

Unión de Cervecerías Peruanas Backus y Johnson S.A.A. is the leading company in the beer industry in Peru. It has 5 decentralized beer production plants located in Lima (Ate), Arequipa, Cusco, Motupe and Pucallpa, in addition to one plant in Maltería and one mineral water. It has a portfolio of national and international well-segmented brands. The goal is to satisfy its consumers in over 180,000 points of sale throughout the country. In 2012, Backus registered beer sales of 11,943 hectoliters, which means an increase of 6.6% compared to the previous year. The company’s net sales also increased to S/. 3,398.3 million soles, equivalent to an increase of 13.1% in the same period.

Backus’ approach is towards sustainable development and its goal is to generate shared value with the people who are part of its production chain and the communities where it is operating. Its initiatives and projects therefore try to generate social inclusion, strategic alliances to support efforts and to achieve a positive economic, social and environmental impact to all society.

For further information, contact:
Cecilia Quevedo
Backus External Communications- 3113000
César Ibargüen
222-9491 Extension 266


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 25th March 2013.

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