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Celebrate the Value of True Friendship with Pilsen Callao

17 May 2013

The beer of true friends reinvents itself to get even closer to its consumers

- The new slogan of the brand  is “Pilsen Callao, the flavour of true friendship”

Lima, May 15th, 2013 - In order to strengthen the emotional relationship with its consumers, Pilsen Callao presents an evolution of its branding, renewing itself on several fronts and also changing its slogan from: “True beer, true friendship” to “The flavour of true friendship.”

“We want to celebrate with our consumers what the value of friendship means, not just any friendship, but a true one; one that is unique, unconditional, and survives the test of time, and makes friends feel in complete confidence.” Bernardo León, Marketing  Director Pilsen Callao of Backus, stated.

True friendship deserves to be celebrated:

When true friends get together a unique and magical environment emerges, one in which everyone feels complete confidence in all their relationships. This is the friendship that Pilsen Callao celebrates, inviting its consumers to look for more unparalleled moments amongst true friends; because it doesn’t matter what the world thinks - they are true friends.

True friendship is joy:

“Among friends there will always be joy, whatever the plan is, getting together with friends the sadness decreases and the joy increases. That’s why we had to capture that joy, irony and emotion in a brand so beloved by the Peruvian public. All this in order to be closer to our goal of building sturdier emotional links.” Bernardo León, Director of Pilsen Callao Brand from Backus, stated

About Pilsen Callao:

By far the oldest beer in Peru, and one of the longest lived in South America, Pilsen Callao originated in 1863, when Federico Bindels partnered with French citizen Aloise Kieffer, to brew the first beer in the harbour district of Callao. Almost a century and a half later it’s still one of the most preferred beers on the Peruvian beer market, fulfilling a single mission: Getting true friends together. Pilsen Callao is the flavour of true friendship.

About Backus:

The 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, and also has a malt factory and a mineral water plant. It has a portfolio of national and international brands, well-segmented, that aim 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 aim to generate social inclusion and strategic alliances; to favour these efforts and achieve a greater impact on economic, social and environmental terms for society as a whole.

For more information, contact with:

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 May 2013.


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