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Tropical Limón Invites People to ‘Mix’ in a Macroparty of Leisure and Sporting Activities in Las Alcaravaneras on the 29th

26 June 2013

The event will include a wide variety of activities that will go from noon till 9 p.m.

- Creating photos with switched faces, going up a climbing wall and descending it by zip line, participating in a human foosball, a canoeing tour or practising paddle surf are some of the activities offered at this event.

- With this initiative, the brand ratifies its effort in favour of innovation, in line with its new product, Tropical Limón, and the revitalization of the capital city of Gran Canarias.

Las Palmas de Gran Canaria, June 24th, 2013 - Alcaravaneras Beach, in Las Palmas de Gran Canaria, will become the centre stage of the Tropical Limón Party on the 29th, taking place between noon and 9 p.m., offering the public the possibility of enjoying a macroevent that will include a wide variety of leisure and sporting activities for people over 18 years of age.

In an environment where lemon, the product Tropical added to its new beer, will be the star, the participants will enjoy an event where they can innovate and carry out their most original and different mixes, in line with the strategy of the brand. To do this, through a PhotoMorphing device installed on the premises, the participants will be able to customize photos taken with their friends and exchange the faces in the picture; the results will be displayed in a screen during the party.

The new mixes will be the goal of the other included activities, allowing the participants to find their half lemon through messages hidden in the “QR-Tatoo" provided at the site entrance.

The sporting activities will complete the leisure offer. There will be a climbing wall that the most adventurous can climb and then descend via zip line to the beach.

Also, a 40 feet slide will be installed, and participants will be able to dive into the sea where numerous lemon balls will be floating.

The canoe tours, the paddle surf, a mechanical bull and the human foosball complete the list of activities.

On the other hand, an original recycling point will be installed. It consists of a metallic structure of the Tropical bottle where the participants will be able to deposit their cans and plastic glasses, and in return, they will receive presents commemorating the party.

With this initiative, Tropical wants to consolidate its presence in the market with its new product, Tropical Limón, the result of an ongoing process of innovation. In this case, the new variety of beer is characterised by a low alcohol content level, barely 2%, and the addition of natural lemon. This product has important potential for expansion, especially in the segment of people between 18 and 40 years of age, who choose this drink for lunch and with snacks.

A continuation of big events of previous years

The commitment to revitalize the activity in Las Palmas de Gran Canaria through unusual productions is an aspect in which the brand has been working for many years. In fact, last year, the Cold Party took place in Alcaravaneras, bringing snow to the beach in the middle of June. Other important actions were the Guinness record of the biggest towel in the world, which was achieved in 2010, to which was added the musical festival Tropical Fest; also a green bonfire in 2011.... With all these events, Tropical wanted to enhance the image of originality and renewal of the brand, associating it with a cosmopolitan city subject to an ongoing transformation and where Tropical wants to expand the offering of cultural and leisure activities.

About Compañía Cervecera de Canarias

Compañía Cervecera is one of the main national breweries and one of the main engines in the economical and social development in Canarias: it boosts the creation of 7,000 jobs; it is shareholder of several companies in Canarias; and it gives priority to local supplies in order to carry out their production. The company, which is part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which are approximately 30% of the total and are represented by two members on the Board of Directors.

Compañía Cervecera produces its own beer brands Dorada and Tropical, and under licence Carlsberg; it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Smithwick’s. Also, it has other beverages such as the natural drink Appletiser and the energetic drink Red Bull.

 

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 24th of June 2013.

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