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Peroni Nastro Azzuro Hits The Arequipa Market (Translation)

24 May 2011

- It's the second Peruvian city where the brand is released.
- Peroni NA is the international, super premium brand from Backus' portfolio.
- The beer is imported directly from Italy.

Lima, May 20, 2011 - Backus has released, in Arequipa, the super premium beer Peroni Nastro Azzurro as part of SABMiller's plan to expand its international brands in our country.

Just like Italian style and fashion are recognized worldwide for their sobriety, elegance and exclusivity, along with its leather wear, haute couture clothing and costly automobiles, Italy also exports a considerable quantity of beer, which is one of its most representative products for the most demanding customers.

Peroni Nastro Azzurro's unique formula is based on barley and the finest hops, reflecting Italian creativity and talent.

The release party in Arequipa will take place today among a select group of guests at the Hotel Libertador where they will have the chance to taste Peroni NA and experience the Peroni lifestyle exclusively.

"The Arequipa market has had a big growth rate in the past few years. Because of developing new consumer segments, Peroni NA will be initially available only at certain select sales points as of next week. We know that there is a demanding consumer segment in Arequipa which values this type of product. Peroni NA hopes to capture this need," Alex de la Melena, Backus manager of international brands.

The release of Peroni NA in Arequipa is part of Backus' strategy to offer consumers of this city alternatives in terms of consuming international, super premium products, which are part of the portfolio of brands the company handles.

For more information, please contact:
Cecilia Quevedo
Backus External Communications - 3113000
Yohana Medina-Lorena Oviedo
222-9491 Extension 235

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 [20/05/2011].

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