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Appreciate the Best Moments of Life and Enjoy the Road to Success with Cusqueña

22 April 2013

The national Premium beer reinvents itself to get closer to its consumers

- The new campaign of the brand is “Saborea la vida, saborea Cusqueña” (Enjoy life, enjoy Cusqueña)

Lima, April 18th, 2013.- Looking forward to enhancing the emotional connection with its consumers through a closer and more relevant message, Cusqueña beer presents its new campaign, “Saborea la vida, saborea Cusqueña” (Enjoy life, enjoy Cusqueña). This way, Cusqueña wants to be the Premium brand of the people who are looking constantly to improve and know how to enjoy the best moments in life.

“We want to get closer to the people who are looking to keep going, and who know how to enjoy their lives as they reach their goals. Generally, they are passionate people, always looking for the maximum enjoyment daily, among their family and friends,” pointed out Edwards Taboada, Director of Cusqueña brand from Backus.

The success and the enjoyment of life go hand in hand

According to a recent study from Ipsos, Perú, executives spend, during the day, many hours working, even on weekends and holidays. Their personality, highly competitive, pushes them to an intense way of life, never parting from their business responsibilities. They feel they don’t enjoy their life to its fullest; so, family time, travelling and friends are the main aspects they sacrifice to achieve their success.

From the study we can take that when goals are achieved, although the road has been difficult and, on many occasions, responsibilities have grown, there is a price that sometimes one chooses to pay when one has clear goals in life.

Cusqueña beer, like life, is made to be enjoyed

In this sense, Cusqueña, the national Premium beer, wants to be present in the best moments of the people, especially the people who put special emphasis on reaching their goals. Elaborated with the same pleasure and dedication with which goals are achieved, Cusqueña represents the enjoyment of success and the daily pleasures.

“And we have the opportunity to enjoy our daily lives: sharing a special lunch one day a week for the purpose of enjoying a good conversation, accompanied by an exquisite dish and relishing with the best beer or inviting friends home to enjoy a juicy grilled meat accompanied by very cold beers, making it an unforgettable night. Life is made to be enjoyed, and Cusqueña beer is going invite you to enjoy it more often,” indicates Taboada.

Cusqueña’s flavours for different styles and moments

Cusqueña Premium. Made with 100% malted barley and a fine mix of aromatic hops, giving it an exquisite Full Flavour, with a bright golden color, for maximum enjoyment.

Wheat Cusqueña. Refreshingly pure and fine, this beer has been elaborated with the finest ingredients; the Andrews Wheat, one of the best in the world, stands out. It has a golden colour and a natural opacity, a result of the light filtration process, giving it a more consistent body and a fine aroma.

Cusqueña Red Lager. This beer has been made for the most demanding palates with a distinctively INTENSE flavour; from the beginning, the bitter notes of the hop and the mix of selected malts stand out, giving them a reddish golden colour.

Cusqueña Malt. Black beer made with fine malted barley specially toasted that gives it that DARK color, and a flavour distinctively creamy with the exact equilibrium between sweetness and bitterness.

About Cusqueña

Cusqueña, the national Premium beer from Backus’ portfolio of brands, is made with the finest ingredients and aromatic hops, making it the best beer in Peru and one of the best beers in the world. Made with the same pleasure and dedication with which one achieves goals, Cusqueña represents the enjoyment of progress and daily pleasure. Cusqueña inspires to enjoy the richness of life.

About Backus:

Union of Peruvian Breweries and Johnston, is the brewing industry leader in Peru. It has 5 decentralised production plants in Lima (Ate), Arequipa, Cusco, Motupe and Pucallpa, it also has a malt factory and a mineral water plant. It has a portfolio of national and international brands well segmented, that want to satisfy consumers in more than 180,000 selling points throughout the country. During 2012, Backus sold 11.943 million hectolitres of beer, which means an increment of 6.6% in comparison to last year. Also, the net sales of the company reached S/. 3,398.3 million, which is equivalent to an increase of 13.1% during the same period.

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, please contact:

Cecilia Quevedo
Comunicaciones Externas Backus - 3113000
César Ibargüen
222-9491 Anexo 266


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 18th April 2013.

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