After Success in International Markets Cusqueña Beer Has Arrived in Argentina and Korea
14 September 2012
- Within the area of premium beers, Cusqueña has achieved tremendous success in being exported to the world.
- Thanks to the high quality of Cusqueña beer, it has been awarded with 29 international awards.
- Cusqueña is the premium domestic beer of Backus’ portfolio of brands. It is made with 100 percent pure barley and Saaz hops, the world’s finest.
Lima, September 12, 2012 – Cusqueña beer, the premium domestic brand of Backus’ portfolio of beers, has achieved tremendous success in being exported to different international markets, especially Chile and the United States. So far this year, Cusqueña has managed to increase its exports by 22 percent, and it has expanded its foray into international markets, being present nowadays in Argentina and South Korea and commercialised in seven foreign countries.
Present in Chile since 2007, Cusqueña is considered a premium product in the market of its neighbouring country. In 2012 alone, it has registered a growth of 59 percent in comparison to last year. At the same time, it has registered a growth of 19 percent in the United States in comparison to last year, strengthening its presence mainly in the states of Florida, New Jersey and New York.
On this matter, Javier Neyra, director of the Cusqueña brand, pointed out, “The world recognises Cusqueña as the premium Peruvian beer and considers its fine production process, made with 100 percent pure barley and Saaz hops, the finest in the world. In this respect, we feel proud that Cusqueña is reaching more cities in the world and has such good results in its acceptance.”
Cusqueña’s high quality has been recognised with 29 international awards in the last seven years. They have been awarded in the most demanding contests held in Belgium, England, the United States and Australia. Currently, it is the winner of the Gold Medal and the International High Quality Trophy 2012 in the contest Monde Selection of Belgium, among others.
Under the positioning “Cusqueña: The gold of the Incas,” the brand wants to spread the mystic origin of the Incan Empire and the values for excellence they share. Cusqueña beer has managed to make a niche in the international market of premium beers, achieved through a strategy associated with international gourmet gastronomy. It is considered the perfect partner for a good pairing.
Cusqueña is present nowadays in the markets of Chile, the United States, the United Kingdom, Spain, Japan and, lately, Argentina and South Korea. The beer can be found in the most exclusive restaurants as well as stores and premium venues.
Cusqueña beer transmits the millennial heritage of the Incas because it is created with the same talent, passion and attention to detail with which the Incas made their work admired by the whole world. Cusqueña is the national premium beer from the Backus portfolio, made 100 percent from barley and Saaz hops, the world’s finest.
Union of Peruvian Breweries and Johnston is the brewing industry leader in Peru, with five decentralised production plants in Lima, Arequipa, Cuzco, Motupe and Pucallpa. It has a well-segmented portfolio of national and international brands that wants to satisfy consumers at more than 142,000 selling points throughout the country. During 2011, Backus registered net sales of S/. 3,005.5 million, contributed to the treasury with S/. 2,224 million and gave direct jobs to more than 7,000 people and indirect jobs to more than 220,000 people.
Backus works with a focus in 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 want to generate social inclusion and strategic alliances to favour the efforts and achieve a greater impact in economic, social and environmental terms for the society as a whole.
For more information, contact:
Comunicaciones Externas Backus 3113000
LLORENTE & CUENCA
222-9491 Anexo 208
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 12th September 2012.