SABMiller logo


The Lima district joins the campaign Join, only +18 (Translation)

13 February 2012

- More than 33,000 people joined the campaign through Facebook

Lima, February 09th, 2012.- The Lima district joins "Join, only+18: Promoting responsible selling," a campaign that fights against underage drinking and the selling of alcohol to minors. This initiative, supported by Backus, has been developed within the framework of the company's 10 priorities of Sustainable Development.

The goal of this campaign is to make people aware of the importance of preventing underage drinking and promoting responsible selling. On that matter, the mayor of Lima, Mrs. Susana Villarán pointed out, "Many establishments, clubs and shops sell alcohol to minors. We are sure the commitment of the authorities is paramount, which is why we joined this campaign and promise to be watchful, so alcohol distributors obey the law and don't sell alcohol to minors."

Also, operatives within the Lima district have begun to identify distributors that are breaking this law, the mayor said.

The communication campaign considers activation in every field: TV, radio, press, digital media, billboards in strategic places, internal communication, BLT activations and work at distribution points. The campaign's digital platform will be implemented through the Facebook page Facebook/SumateMas18 and will be present on Twitter as well.

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, Grupo RPP, Corporación Radial del Perú, Epensa (Correo), Grupo El Comercio, Media Networks and in 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.

Felipe Cantuarias, Planning and Corporate Matters Vice-president of Bacuks, mentioned, "This campaign to promote responsible drinking is a priority and aims to promote the mutual work of parents and civil society to make sure both fulfil their roles in prevention and watchfulness; of the authorities, so they can carry out their control and regulatory role; and distribution points, to prevent the selling of alcohol to minors".

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 [09/02/2012].

Back to news index