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Backus launches the campaign Súmate, Solo +18 (Translation)

8 December 2011

- This initiative is developed within the framework of the 10 priorities of Sustainable Development for the company.
- Famous artists and sportspeople as well as several media companies support it.
- It will be on until May, 2012.

Lima, December 6th, 2011- Within the framework of its strategy of Sustainable Development, Backus launched the campaign "Súmate Solo +18: Promoviendo la venta responsible," to join in the fight against underage drinking.

The goal of this campaign is to raise awareness about the importance of minors not drinking alcohol and responsible selling.

This communication campaign is considered active in every field: TV, radio, press, digital media, billboards in strategic places, internal communication, BLT activations, and work in selling points. The digital platform to add to the campaign will be done through the Facebook page Facebook/SumateMas18 and it will be present on Twitter.

It is worth mentioning that this campaign has allies in important national media companies, such as Frecuencia Latina, America Televisión, Panamericana Televisión, ATV, Global TV, RPP, CRP, Correo, El Comercio, Trome, Media Networks, and the magazines Caretas, America Economía, Semana Económica, Stakeholders, Negocios Internacionales de Comex Perú, Empresas & Negocios de la Cámara de Comercio de Lima,  and Management Society.

The estimated investment rises up to S/. 6 million, and it would also have to be added to the advertising investment from the allied media companies that contribute selflessly to this campaign of raising awareness to avoid selling to minors and underage drinking.

It is worth mentioning that important artists are taking part such as Fresialinda and Rosita Espinar, and prominent sportspeople like Teófilo Cubillas, Ramón Ferreyros and Jaime Yzaga who are the image of the campaign.

"With this campaign we want society as a whole -- private companies, communication media, artists, sportspeople and civil society -- to commit and take on an active role to avoid underage drinking," pointed out Felipe Cantuarias, Planning and Corporate Matters of Unión de Cervecerías Peruanas Backus y Johnston Vice-President.

For Backus, this campaign of responsible drinking is a priority, and the company wants to promote the work with parents and civil society so they assume their role in prevention and surveillance; from the authorities, so they can carry out their control and regulatory roles; and with selling points, to avoid the selling of alcohol to minors.

It is necessary to specify that Backus, as a leader in the market, has been carrying out several activities that are part of its integral programme of responsible drinking. In this sense, in the coming months, it will continue carrying out actions and programmes focused on discouraging excessive drinking, the consumption and selling to minors, the commercialization of informal alcohol, and "drinking and driving."

About Backus:

The Union of Peruvian Breweries and Johnston is the industry leader in Peru, with 5 decentralised production plants in Lima, Arequipa, Cusco, Motupe and Pucallpa. It has a portfolio of well-segmented national and international brands that satisfies consumers in more than 150,000 selling points throughout the country. During 2010, Backus registered net sales of S/. 2,676.7 million, contributed to the Treasury with S/. 2,004 million, and directly gave jobs to more than 7000 people and indirectly to more than 220,000 people.

Backus works with a focus on sustainable development, with the goal of generating shared value with the people that are part of its value chain and the communities in which it operates. That is why all its initiatives and projects aim towards generating social inclusion and strategic alliances to favour those efforts and achieve a greater impact in economic, social and environmental terms for the society as a whole.

For more information, contact:
Cecilia Quevedo
Comunicaciones Externas Backus - 311-3000
Yohana Medina
Llorente y Cuenca - 222-9491

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 [06/12/2011].

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