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Dorada Creates Limited-Edition Aluminium Bottles with Tenerife Carnival Motifs (Translation)

16 February 2011

 

Official Beer of the Tenerife Capital International Festival

- The beer company will carry out the first initiative of this kind on the Canary Islands, focused on the distribution of 250,000 aluminium bottles to be decorated with three different motifs representing the essence of carnival.

- Most of the shipments will be made to metropolitan-area hotels, while a small part will be destined for other points of Tenerife, La Palma and supermarkets.

- This initiative is part of the numerous collaborative activities the company plans to develop with respect to different carnival-related events.

Santa Cruz de Tenerife, February 10, 2011. - Compañía Cervecera de Canarias (Canary Island Beer Company) just took measures to release 250,000 limited-edition, aluminium bottles of Dorada beer on the market. The first business to carry forth an initiative of this type within the beer industry on the Canary Islands, the bottles will have labels with motifs representative of the Tenerife carnival.

To this end, Dorada has been named the official beer of the Santa Cruz de Tenerife carnival for 2011. It has designed a total of three different aluminium bottles on which the essence of carnival will appear. In this sense, one of them, called "Charlot," shows the figure of the mythic Spanish character surrounded by retro motifs, taking the consumer back to the 70s. A second label, "Carnaval," places an accent on the carnival celebration in and of itself and reviews the different characters who have participated in it. The third option, nicknamed "Yellow Submarine," highlights the traditional Dorada label in which different illustrations with carnival motifs are included.

The distribution of the bottles will occur at 1,000 sales points. As such, ninety percent of the shipments will be to the hotel industry in the Santa Cruz metropolitan area, while the rest will go to the other islands and a small part will be destined for large and small supermarkets.

An edition of 780,000 cans is also planned, where the images of carnival decorations will be extensive. The traditional Dorada brand will masquerade with the bright colours characteristic of the celebration. In this case, their principal destination will be large and small supermarkets all over the islands.

On another note, Dorada wants to extend its carnival campaign through the plastic cups it is planning to distribute at sales points and party spots on the main streets of Santa Cruz during the carnival. As such, the new glasses will share the Dorada logo with a reproduction of this year's carnival poster where a homage to Enrique González, one of the legendary figures of the Tenerife carnival, can be found.

About the Compañía Cervecera de Canarias
Compañía Cervecera is one of the most important beer producers on a national level and one of the main generators of economic and social development on the Canary Islands. It launched the creation of almost 900 direct employment positions and 7,000 indirect or third-party jobs. It participates as a shareholder in various Canary Island industries, and it gives priority to local providers to carry forth its production activities. The company, which forms part of the international group SABMiller, has over 300 Canary Island businesspeople among its shareholders, making up approximately thirty percent. Two of its members are on the Administration Board.

Compañía Cervecera produces its own brands, Dorada and Tropical, and, under a license from Carlsberg, it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. Moreover, it has other drinks, like natural ones called Appletiser y Peartiser, the energetic Red Bull and premium juices known as Granini.

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 [10/02/2011].

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