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Pilsen Callao renews its image and returns to its roots (Translation)

19 October 2010

The brand meets the demands of its customers and announces a new green bottle to match its brewing tradition.

- Pilsen Callao recaptures the golden age of the brand and brings it to the present at the request of its customers.

Lima, October 15, 2010 - Pilsen Callao, the beer that brings true friends together, presented new packaging for its original Callao in Lima on its 147th anniversary--its traditional green bottle

In this way, the beer brand has gone back to its roots, taking the glorious era of Pilsen Callao and bringing it to the present for the enjoyment of future generations.

For Javier Fernandez, director of Pilsen Callao, this change seeks to satisfy the demand of consumers who wanted the return of the green bottle, the one that represents the greatest brewing tradition.

"This change was made for the benefit of Pilsen Callao's consumers and is a sign of our commitment to always stay true to the authentic flavour of Pilsen Callao", said Javier Fernandez, director of Pilsen Callao.

Pilsen Callao will be on sale in Callao and Lima, in green bottles in 630 ml and 310 ml formats.

Pilsen Callao is the second-largest beer brand nationally, with a market share of 30%. In the past four years, it has increased its involvement in 9 points of leadership and sustained growth in cities across the country where people prefer the authentic taste of the beer.

About Pilsen Callao
The first beer of Perú, and one of the first and most important in South America, Pilsen Callao traces its origins to the year 1863, when Federico Bindels partnered with the French citizen Aloise Kieffer to produce the first beer in the then-traditional neighbourhood of the Callao port. Pilsen Callao emerged during a tumultuous time in Peruvian history. Almost a century and a half later, it remains one of the most popular beers in the Peruvian market. It has a loyal following due to its quality and traditions, and is recognised as the authentic beer. Pilsen Callao is the beer of true friendship.

For more information, contact:
Cecilia Quevedo/ Dora Vallejos
Comunicaciones Externas Backus - 311 3000
Yohana Medina
LLORENTE & CUENCA - 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 15/10/2010.

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