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Dorada Encourages Recycling and Responsible Drinking with a Plastic Glass Collection during the Santa Cruz Day Carnival (Translation)

11 March 2011

The initiative will take place on Saturday in Plaza del Príncipe

- For every ten plastic glasses used by Dorada and delivered to the collection point by consumers, Cervecera de Canarias will give away a glass of Dorada Sin (Alcohol-free Dorada).

- This action, which Compañía Cervecera has applied in other events with good results, will serve as a test for upcoming years.

- Encouraging recycling, waste reduction and responsible drinking are the main objectives of this initiative.

Santa Cruz de Tenerife, March 10, 2011.- Compañía Cervecera de Canarias (the Canary Island Beer Company), by way of Dorada beer, will apply, next Saturday, in conjunction with the Day Carnival, a pilot program through the installation of a collection point for used plastic glasses in Plaza del Príncipe of Santa Cruz de Tenerife.

As such, for every ten used, plastic glasses of Dorada delivered to the collection point, Cervecera de Canarias will give away a glass of Dorada Sin.

Although Compañía Cervecera has obtained good results with other programs of this sort in recreational and music events, this is the first time that it will apply during the Shrovetide celebration. Evidently, this will be a trial run for upcoming years.
The collection point is part of the Day Carnival, taking advantage of the large crowds roaming in downtown Santa Cruz de Tenerife during the entire day. Its objective is to heighten public awareness about recycling, as well as reduce waste disposal on the streets of the Tenerife capital and, likewise, encourage responsible drinking among the population.

The initiative accents the goal of Dorada and Compañía Cervecera to boost sustainable development and collaborative actions in this theme, which different administrations have regularly developed.

In this sense, it bears mentioning that during the last year, despite economic difficulties caused by the crisis, Compañía Cervecera de Canarias reached its goal for sustainable development with an investment in this instalment equivalent to 15 percent of its exploitation benefit, for a total of 2.8 million euros. Likewise, it reduced its water use by five percent and its fuel use by 5.53 percent, as well as reaching an index of 61 percent returnable bottle use.

The collection point in Santa Cruz is one of the numerous actions carried forth by Dorada during the Chicharrero Carnival, among which are the sponsoring of all of the carnival contests, as well as the organization of 25 musical events in the Plaza del Príncipe.

Added to this measure is the marketing of a limited edition of 250,000 aluminium bottles of Dorada with motifs from the Chicharreo carnival, as well as 780,000 cans with special designs for these celebrations and the distribution of over 1,000,000 plastic glasses at sales and recreation points in the main streets of Santa Cruz during the carnival celebration.

Likewise, Dorada has developed an important campaign through over 100 marquees throughout the Tenerife capital, four of which are articulated and incorporate the new bottles created specifically for this time.
About the Canary Island Compañía Cervecera
Compañía Cervecera is one of the most important beer producers on a national level and one of the main generators of economic and social development on the Canary Islands. It launched the creation of almost 900 direct employment positions and 7,000 indirect or third-party jobs. It participates as a shareholder in various Canary Island industries, and it gives priority to local providers to carry forth its production activities. The company, which forms part of the international group SABMiller, has over 300 Canary Island businesspeople among its shareholders, making up approximately thirty percent. Two of its members are on the Administration Board.

Compañía Cervecera produces its own brands, Dorada and Tropical, and, under a license from Carlsberg, it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. Moreover, it has other drinks, like natural ones called Appletiser y Peartiser, the energetic Red Bull and premium juices known as Granini.

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 [10/03/2011].

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