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Cusqueña beer renews its visual identity

11 October 2013

- This new proposal renews the visual identity of the four Cusqueña varieties highlighting the Mach Pichu image; the new logo is inspired by the stones perfectly carved by the Incas.

Lima, October 04th, 2013.- In October, after six years, Cusqueña beer presents its new visual identity inspired by its origins. Backus premium brand highlights the Machu Pichu, giving it a more notorious and contemporary design, as well as renewing its logo with its own identity.

The development of this new proposal started over a year ago and included a series of focus groups nationwide among the consumers of this brand.

Inspiring change from Cusqueña beer

“This change arises from the need of highlighting our origins and, at the same time, showing that we are a modern and premium brand that is at the forefront and wants to keep moving forward. In this sense, the new packaging stands out thanks to its main symbols, which are the Peruvian pride: the Machu Pichu; at the same time, we wanted a new and unique logo that identifies us, inspired by the perfect shape of the Inca stones,” stated Edwards Taboada, Cusqueña brand Director.

These changes also want to clearly differentiate the Cusqueña varieties, identifying the names and types of beers, not only in the national market but also in the countries where they are exported. That’s why Cusqueña Dorada, Cusqueña Negra, Cusqueña Roja y Cusqueña Trigo are clearly defined.

It is worth mentioning that Cusqueña beer stands out as a premium brand in South America, North America, Europe and Asia thanks to its full flavour, the result of a fine mix of aeromatic hops, providing the best quality beer experience in the country.

With all this and the same taste as always, Cusqueña invites its consumers to discover its new image and enjoy the best in life.

Sobre Cusqueña

Cusqueña, the national Premium beer from Backus’ portfolio, is made with the finest ingredients and the most aeromatic hops making it the best beer in Peru and one of the best beers in the world. Cusqueña is made with the same pleasure and dedication with which goals are achieved and represents everyday enjoyment and pleasures. Cusqueña inspires people to enjoy the richness of life.

For more information, contact with:

Cecilia Quevedo
UCP Backus y Johnston
311 3000
César Ibargüen
222 9491


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 October 4th, 2013.


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