Compañía Cervecera de Canarias reinforces its campaigns to promote responsible consumption of alcohol (Translation)
5 September 2011
The company has started a new campaign promoting the qualities of the Dorada Sin alcohol free beer brand
- This campaign highlights the benefits of the alcohol-free beer brand, with no compromise to the brand's celebrated flavour and quality
- In the last five years, Dorada Sin's market share has increased from 8% in 2006 to 11% in 2011.
Canarias, September 2, 2011 - Compañía Cervecera de Canarias has started a new campaign to reinforce the sales of Dorada Sin, its alcohol free brand. This campaign reiterates the company's commitment to promoting the responsible consumption of alcohol, an endeavour which the company has supported through many programmes over the course of many years.
Led by Juanka, the famous comedian from the TV show ‘En clave de Ja," the campaign is intended to highlight the authenticity of Cararisas products like Dorada Sin, a natural product with no additives, which maintains the company's celebrated flavour despite being alcohol free.
Its careful elaboration process using traditional techniques, low fermentation temperature, natural ingredients, and two kinds of hops are just a few of the reasons why this refreshing, 100% malt beverage is appreciated worldwide. Dorada Sin's gold medal win in World Selection 2011, and two-star rating in the International Taste & Quality Institute's Superior Taste Awards, reinforces the brand's strength in the global marketplace.
These achievements, along with the company's commitment to promoting responsible consumption of alcohol, have allowed the Dorada Sin brand to dramatically increase its market share over the past five years, from 8% in 2006 to 11% nowadays.
This is the latest in a long line of programmes spearheaded by the company to encourage the responsible consumption of alcohol, many of which have influenced the practises of its parent company the SABMiller group, and the Spanish and European brewing industry.
Compañía Cervecera's efforts in this vein include a programme to monitor its own self-regulating policies, and collaborations with other organisations to promote alcohol-abuse education and prevention.
Since 1995, Compañía Cervecera has followed the Self-regulating Policies set forth by the Spanish brewing industry, a pioneering policy in Spain's food and beverage sector which guarantees that beer commercial communications are legal and honest, especially as regards the protection of minors. These policies have been recently revised to implement measures that are even stricter than the letter of the law.
Additionally, Compañía Cervecera has defined its own commercial communications policies that complement the previous ones and push for the presence of responsible-consumption messages in all the promotional pieces and on containers of all its brands.
Moreover, employees of Cervecera attend annual training seminars to promote responsible consumption in their work, home and social environments.
In conjunction with its parent company SABMiller, Compañía Cervecera has aided in the development of hablemosdealcohol.com, a website designed to help consumers make informed decisions about the responsible consumption of alcohol.
Additionally, at the Dorada en Vivo concert series, the company has a Dorada Sin stand specifically directed to promote responsible alcohol consumption amongst drivers.
To this end, the company has worked hand in hand with the association of Spanish Brewers, public and private organisations, consumers and catering associations, and road safety and medical societies. Some noteworthy previous campaigns include "Los padres tienen la palabra", "Un dedo de espuma, dos dedos de frente", "La carretera te pide Sin" o "Un embarazo Sin".
About Compañía Cervecera de Canarias
Compañía Cervecera is one of the primary national breweries and one of the primary engines of economic and social development in Canarias; it directly creates almost 900 jobs, and almost 7,000 indirectly; it is shareholder of several companies in Canarias; and it gives priority to local supplies in order to carry out their production. The company, which is part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which represent approximately 30% of the total marketplace, and are represented by two members on the Board of Directors.
Compañía Cervecera produces its own brands of beer Dorada y Tropical, and under licence Carlsberg; it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. Also, it has other beverages such as natural drinks Appletiser and Peartiser, the energy drink Red Bull 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 [02/09/2011].