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Dorada will offer over 25 music shows in Plaza del Príncipe during the ‘main’ days of the Santa Cruz de Tenerife Carnival (Translation)

1 March 2011

 

The brand has organised a programme with over 33 hours of music to entertain one of the most emblematic sites of the Chicharreras festivities

- For a few days, Plaza del Príncipe will become Plaza Dorada, a tent covered by a 100-square-metre net of lights decorated with different carnival motifs, some of them related to the new design of the aluminium bottles produced by the brand for this event

- Bands performing include Pepe Benavente & Trío Diamante, as well as 13 other local bands that will play at the carnival's two weekends and Monday nights

Santa Cruz de Tenerife, February 28, 2011. - Santa Cruz de Tenerife's Plaza del Príncipe will become Plaza Dorada from March 3-13 in an initiative from Compañía Cervecera de Canarias to support the Chicharrero Carnival. It will feature over 33 hours of musical performances by 14 local bands during the main days of the celebrations.

For this reason, Plaza Dorada will become a tent covered by a 100-square-metre net of LED lights. Its perimeter will be covered with over 62 metres of canvas decorated with some of the carnival's motifs used by Dorada in its limited-edition aluminium bottles produced for the event. The decorations will be completed with other elements related to the celebration and the brand, among them the Chicharrero Carnival poster, and pendants and medallions.

The 25 shows offered by Dorada will take place on March 4, 5, 7, 11 and 12, the days with a large audience turnout, beginning at 22:00 and running until 06:00 the next day.

Some of the most representative bands of local music are among the chosen performers, such as Pepe Benavente & Trío Diamante, Salsarengue, KDTS, Kimbara, Orquesta G.A.S., Los Concejales and DJ Richard.

In addition, the following acts will also be present: Sensación Latina, Nueva Línea, Combo 5, Clave de Son, Son 21, Rocking Boys and Almas de goma.

Organising the musical concerts at Plaza del Príncipe is just one of the many endeavours carried out this year by Dorada, which has been named the official beer of the Chicharrero Carnival. Some of the company's other novel efforts include the commercialization of a limited edition of 250,000 Dorada aluminium bottles decorated with Chicharrero Carnival motifs, in addition to 780,000 cans decorated specially for the event.

Dorada's activities also include the distribution of over a million plastic cups across Santa Cruz's main points of sales during the Carnestolendas celebrations. These cups carry a poster of this year's carnival, which pays tribute to Enrique González, one of the legendary celebrities of the Chicharrero Carnival.

In addition, Dorada will also sponsor all the carnival contests, and has implemented an important advertising campaign across more than one hundred marquees, four of which are articulated and incorporate the new bottles designed for the event.

About Compañía Cervecera de Canarias
Compañía Cervecera is one of the main national breweries and a driving force behind Canarias' economical, industrial and social development. It is responsible for the creation of close to 900 direct positions and more than 7,000 indirect and induced ones. It also has shares in several industrial companies in Canarias and prioritizes using local supplies for their production. The company, which is part of SABMiller international group, has over 300 Canarian entrepreneurs as shareholders, which represent approximately 30% of the shareholders total and are represented on the Board by two of them.

Compañía Cervecera manufactures its own beer brands such as Dorada, Tropical and Carlsberg (under licence). They distribute international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. Moreover, they retail other natural beverages such as Appletiser and Peartiser, the Red Bull energy drink and Granini premium juices.

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 [28/02/2011].

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