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Cusquena innovates the Peruvian market by launching its new beer brand Premium

23 January 2009

Backus introduces its wheat beer made in Peru: Cusqueña DE TRIGO

- Cusqueña DE TRIGO's fresh and natural taste stands out. This is due to the use of Andrews' wheat and because it is lightly filtered, which preserves the wheat's natural taste and colour.

- Cusqueña DE TRIGO  is launched as a limited edition

Lima, January 21, 2009.- Backus begins 2009 by marketing a Peruvian beer made of wheat, Cusquena DE TRIGO - Limited edition, a new choice in Backus' premium brands with a natural and refreshing taste. This demonstrates Backus leadership and constant innovations once again.

"As part of their constant innovation policy, Backus is always focused on the consumer, trying to identify new opportunities in the beverage market. This international quality premium beer is perfect for those special events when consumers seek to enjoy only the best, which is a reflection on their good taste", said Alvaro Ramos, Backus Worthmore Brand Director.

He also added that through Cusqueña DE TRIGO Backus seeks to strengthen its brand marketing strategies by launching unique products that add value to the categories they belong to. "Cusqueña has once again demonstrated to be cutting edge by offering Peruvians a new variety of limited edition premium beer, which is geared to demanding customers who want to enjoy their time and who can distinguished when a product is unique and of high quality".

Cusqueña DE TRIGO's fresh and natural taste stands out. This is due to the use of Andrews' wheat and because it is lightly filtered, which preserves the wheat's natural taste and colour and makes it a great meal complement and a refreshing drink.

Alvaro Ramos mentioned that Cusqueña DE TRIGO targets men and women between the ages of 25 and 45 who belong to the A, B or C social class, live in the main cities and are looking for new choices of alcoholic beverages. With this goal in mind, Cusqueña DE TRIGO will retail in many of the capital department stores, supermarkets, convenience stores, liquor stores, restaurants and bars. They will also distribute this product in cities such as Arequipa, Tacna, Cusco, Piura, Trujillo, Chiclayo and Huancayo.

Backus executive also mentioned that Cusqueña DE TRIGO launching is the result of a long process of market research. "As part of the development of premium brands, Cusqueña identified high levels of interest on new types of beer. This gave us a reason to launch a new product with unique characteristics in order to broaden our consumer market by offering new varieties.

Cusqueña DE TRIGO is available in two presentations: 330 ml and 620 ml already popular 12-angle stone carving bottles and a retailing at: S/. 3.00 and S/. 4.00 respectively.

Cusqueña DE TRIGO's launching will be largely publicized both locally and abroad. Free tasting samples will be offered to consumers in order to verify its refreshing flavour. All this will generate new market opportunities, increase the number of potential costumers and consolidate the brand's importance to current consumers.

"Through the launching of this product, Backus shows that it remains standing by Peruvian market through their brand Cusqueña, which has increased its volume of sales by more than 50% over the last year and now represents close to 11% of the national market", stated the executive.

For more information, contact:
Cecilia Quevedo/ Dora Vallejos
Comunicaciones Externas Backus
311 3000
Magalli Pacheco / Lorena Velazco
LLORENTE & CUENCA

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