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Dorada will sponsor all Carnival competitions in Santa Cruz de Tenerife (Translation)

18 February 2011

 

The brand will assume the economic expenses of the cash prizes for the groups in all categories.

- This is the first time that Compañía Cervecera de Canarias carries out this kind of action. With this sponsorship, the company wants to underline their collaboration with the island's most international festival.

- The company will be responsible for financing different prizes of the competitions. They will also take care of the contracts of the bands that will play in the Plaza del Príncipe.

Santa Cruz de Tenerife, February 17th, 2011 - Dorada, the beer of Compañía Cervecera de Canarias, has been chosen as the official beer of the Carnival of Santa Cruz de Tenerife. The company will use the brand Dorada to sponsor and cover all corresponding cash prizes for the different Carnival competitions. Among these competitions are the murga competition, the comparsa competition and other musical group competitions, which will now be known as "Premios Dorada" for the different categories.

With this sponsorship, the company expects to extend their collaboration with the local government of Santa Cruz de Tenerife. The company also wants to promote the development of the island's most international festival and to recognise the hard work done by the groups during the entire year.

Compañía Cervecera's contributions will also include other features, such as the decorations and the musical gigs scheduled for the show in the Plaza del Príncipe.

The "Premio Dorada" prize will be another form of collaboration with the local festival. This prize will be presented during the Canción de la Risa competition, which will take place at the Teatro Guimerá during the Santa Cruz de Tenerife festival.

These actions will round out other initiatives that Dorada has carried out these days. An example would be the limited-edition commercialisation of 250,000 aluminium beer bottles with representational motifs of the local carnival. They will also distribute 780,000 cans with a special decoration for these specific dates. The company will also provide more than a million disposable cups at the points of sale and entertainment located at the main streets of Santa Cruz during the festival. These cups will be decorated with a replica of this year's Carnival promotion poster, which pays homage to Enrique González, one of the main legends of the Santa Cruz carnival.

About Compañía Cervecera de Canarias
Compañía Cervecera de Canarias is one of the main national beer industries and also the main economic and social boost in the Canary Islands. This company offers 900 jobs directly, and around 7000 indirectly. The company also invests in other Canary Island companies, and their production is supplied by local resources. The company is part of the international group SABMiller. More than 300 businessmen from the Canary Islands are shareholders in the company, approximately 30 percent of the total shareholding, and they are represented by two members on the Board of Directors.

The company produces their own beer brands, Dorada and Tropical, under the licence of Carlsberg. They also distribute international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. They also offer other drinks, such as the natural beverages Appletiser y Peartiser, the energy drink Red Bull, and premium juices such as Granini.


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 [17/02/2011].

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