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Pilsen Callao Celebrates its 150th Anniversary with its Spectacular Promotion: “Everyone is Coming Back”

7 August 2013

Reuniting friends since 1863, with the taste of true friendship

- 150 people will be brought by their friends from outside or any province in the country

- Inscriptions can be made from August 4th to September 29th by entering the codes that appear in the bottles’ crown corks, or in the cans, on the website The codes can also be entered by sending a free SMS to the number 50150.

Lima, August 2nd, 2013 - Pilsen Callao, the taste of true friendship, announces the release of "Everyone is Coming Back", an attractive promotion on the occasion of its 150th anniversary. This activity aims to bring together 150 friends from any part of the world, to celebrate this great event with true friends.

"According to the brand’s slogan of 'the taste of true friendship', Pilsen Callao wants to celebrate with its consumers the value of true friendship, the kind that is unconditional and which survives with the passing of time. Through this promotion we want to bring together 150 true friends to celebrate with Pilsen its 150 years of existence. Whether they are abroad or anywhere in the country, Pilsen Callao will bring them together with the help of all its friends", said Bernardo León Cantella, Pilsen Callao Marketing Director.

“Everyone is Coming Back” thanks to the taste of true friendship

Desde el 04 de agosto hasta el 29 de setiembre, las personas mayores de 18 años podrán participar al ingresar a la página web de Pilsen Callao e inscribirse. La mecánica de participación es la siguiente:

From August 4th until September 29th, people over 18 years of age will be able to participate by visiting the Pilsen Callao website and registering. The procedure to participate is as follows:

  1. A group of 3 friends register the friend whom they want to bring at, indicating the place of origin, as well as the destination to any city nationwide
  2. They look for the alphanumeric code underneath Pilsen Callao crown corks and can openers (all presentations are participating). Each Pilsen Callao promotion code is equivalent to one kilometre
  3. Any of the 3 friends enters the code in the website or by sending a free SMS to the number 50150 to accumulate kilometres

The 150 people with the most kilometres accumulated will be the lucky winners of this unique promotion, which Pilsen Callao is doing to celebrate its 150th anniversary. The winners will receive packages of plane tickets and weekend accommodations. Pilsen Callao will also be giving away 150,000 Pilsen that have been marked as free on their caps.

About Pilsen Callao:

Pilsen Callao is Peru’s first beer and one of the first and most important in South America. Its origins date back to 1863 when Federico Bindels associated with Aloise Kieffer, a French citizen, to produce the first beer in, what was at that point, the important harbour district of Callao. It has remained at the highest levels of preference in the Peruvian brewing market for more than a century and a half, true to its one commitment: to reunite true friends. Pilsen Callao is the taste of true friendship.

About Backus:

Union of Cervecerías Peruanas Backus and Johnston S.A.A. is the leading company in Peru’s brewing industry. It has five decentralised production plants located in Lima (Ate), Arequipa, Cusco, Motupe and Pucallpa. It also has a malt production plant and a mineral water production plant. Moreover, it has an ample selection of well-segmented national and international brands, which aim to satisfy consumers in more than 180,000 points of sale throughout the country. During the year 2012, Backus recorded a beer sales volume of 11,943 hectolitres, which meant a 6.6% increase from the previous year. Also, the company´s net sales increased, reaching an amount of S/. 3,398.3 million of soles, this was equivalent to a 13.1% increase from the same period.

Backus’ focus at work is sustainable development, which aims at creating shared value with those who are part of the production chain and with the communities in which it operates. Therefore, all its efforts and projects seek to generate social inclusion, strategic partnerships to achieve goals and a positive financial, social and environmental impact for 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 August 2nd, 2013.



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