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Cusqueña consolidates its international standing (translation)

3 September 2009

National Premium Beer is exported to 4 continents

Cusqueña consolidates its international standing

- Over the last years, Cusqueña Beer has been able to lead the Premium market in South American, North American, European and Asian countries, where it holds an important presence at exclusive stores.
- Compared to 2008, there was a growth of 30% in the UK and 36% in Chile. 
- In 2008, Cusqueña reached the biggest historic sale volume in the United States.

August 26, 2009 - Lima. - As part of its goal of becoming one of the favorite beers in the world, Cusqueña beer, Backus and Johnston Union of Peruvian Breweries Premium brand, has been developing an effective internationalization strategy over the last few years. In doing so it has achieved great selling success in South America, North America, Europe and Asia. Cusqueña's exportation has performed quite well in countries such as the United States, France, the United Kingdom, Spain, Italy, Japan and Chile where it is sold under the name of "Cusqueña: Inca's Gold" in honor of Cusco, its city of origin.

It is worth mentioning some of the representative examples of Cusqueña's international sales success, such as the work of internationalization strategy being done by three of its main distributors: Miller-Coors (which distributes Cusqueña Beer in the United States since 2008), Chilli Marketing Promotions (which exclusively imports this beer to the United Kingdom since 2004 and has achieved a strong presence and activity in the area) and Viña Concha y Toro (which distributes Cusqueña Beer by way of their company Comercial Peumo in Chile).

"We are very happy with the results achieved in the last few years. We are also happy for the work that our distribution associates are doing around the world, which contributes to the growth of the brand's popularity globally," stated Backus Director of Exportations, Richard Gallagher.

Sales in the United Kingdom grow by 30%

In 2009, Cusqueña achieved a sales growth of 30% in the United Kingdom thanks to marketing in cities like England, Scotland and Wales, which is evident by its presence in more than 120 prestigious bars, restaurants and hotels in London. It has also been able to place itself among the 21 most sold brands in a group of 80 4-pack brands in the last five years in more than 2,400 national supermarkets.

Cusqueña has also participated in the country's main fairs and festivals since 2007: London Bar Show, Taste of Leeds, Taste of London, Taste of Edinburgh and BBC Summer Good Food show. It is also one of the main supporters of the 2008 - 2009 of Time Out London Bars, Pubs & Clubs restaurants guide. It is worth mentioning that since 2007, Cusqueña is Virgin Trains exclusive brand for its first class wagon, taking the place of Heineken. 

Cusqueña achieved highest sales in history in the United States of America

In the United States, the response has also been positive in the 20 states where Cusqueña is present. In 2008, Cusqueña reached the biggest historic sales volume in the United States surpassing its 2007 sales by 48% and its best year to that date (2005) by 17%. Cusqueña has maintained a positive tendency over the last 15 years since it joined the North American market, where it is known as the "Number One South American Imported Beer." Through this we can forecast a new sales record this year. In the last year, Cusqueña reached 26% of the total exportations and as of May 2009 it reached 32% among other South American countries that export beer, such as Brazil, Venezuela, Argentina, Colombia, Bolivia, Ecuador, Paraguay, Uruguay and Chile.


Chilean market shows the biggest sales record

Chilean market has welcomed Cusqueña quite well, which is evident by a 36% growth in the last year, thanks to marketing throughout 17 centers of national distribution. Cusqueña is present in more than 86% of the national supermarkets, 97% of the main venues, more than 250 bars, restaurants and hotels in Chile. Compared to last year, it has Brown by 80% and it is now considered an International Premium brand in the most exclusive Chilean venues where it is distributed. Cusqueña has sponsored events such as ATP de Viña del Mar, Liga Deportiva de Campeones de Santiago and several gastronomic events in Chile.

"We will continue expanding our distribution network to other countries, where we hope to find the same acceptance that we have received internationally. This will consolidate even more our position as the world's South American Premium beer," added Gallagher

About Cusqueña

Cusqueña Beer is Backus's portfolio national Premium beer. It is the only Peruvian beer made from 100 % pure barley and Saaz hops, which is considered the finest in the world. The phrase that symbolizes this brand is: "Magic is in the details." It helps us share the Incas' search for perfection and detail in all their works. 

For more information:
Cecilia Quevedo / Dora Vallejos
Comunicaciones Externas Backus - 311-3000
Samuel Saiz - Carlos Solari
LLORENTE & CUENCA - 222-9491(Anexo 225-220)

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 26-08-2009

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