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Backus introduces the exclusive Miller Genuine Draft beer to the Peruvian market (Translation)

6 July 2010

A new international beer in their brand portfolio

- Miller Genuine Draft (MGD), a beer with over 20 years of history, is available in 72 countries throughout Europe, Africa, Asia, America, and Oceania.

Lima, July 2, 2010 - Unión de Cervecerías Peruanas Backus y Johnston will be introducing a new beer to the Peruvian market and it will be using its English name: Miller Genuine Draft. In this way, the company seeks to satisfy consumers' needs and diversify international premium beer brand availability.

This beer brand is renowned world-wide for its quality and stability in the market. It is present in 72 countries and five continents, and is therefore the highest-selling beer of the SABMiller global brands portfolio.

MGD will be targeted at a select modern beer drinker, living in a big city, who not only seeks out fun, but attracts it too. Its innovative cold-filter production process is repeated four times and it is this that gives it its intense golden colour and unique beer-barrel flavour.

Initially, it will be distributed selectively in places where the targeted public go to socialize. It will also be available at major supermarkets and convenience stores in the capital city. It is the 355ml bottle that will be available in our country, and it will be sold in a six-pack and individual bottle format.

"Miller Genuine Draft is a new international premium beer that represents a cosmopolitan life style. Initial distribution will be in the city of Lima at the major points of sale frequented by our targeted public. We want consumers to enjoy an energy-loaded experience, just as millions of consumers do throughout the world", indicated Alex De la Melena, Backus International Brands manager.

Be Part of It

For its launch in Peru, the brand has been advertised with a campaign called Be Part of it. The campaigns aims to allow consumers to engage in a magical moment at night, where MGD (Miller Genuine Draft) becomes synonymous with energy, music, friends, glamour and lights, a fun experience in a cosmopolitan atmosphere.

For more information, please contact:
Cecilia Quevedo / Dora Vallejos
Backus External Communication
Karin Acevedo - Llorente y Cuenca

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 02/07/2010.


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