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Backus Launches a New Extra Cold Beer - “Backus Ice” as Part of Its Strategy of Innovation in Early 2014

10 January 2014

- The distribution of this new beer will start on January 6th in Lima’s main selling point and afterwards it will be carried out in the rest of the country.

- It has an innovative packaging both for the glass bottles and the cans, with a thermosensitive “ice” icon that lets you know the ideal extra cold temperature.

Lima, January 8th, 2014.- Backus continues innovating its beverage portfolio with “Backus Ice,” a new proposal designed to be the only extra cold beer of the market, as it is produced at sub-zero temperatures, and the packaging in both bottles and cans have been specially designed to keep the maximum level of coldness that characterises this new beer.

“We realised that the Peruvian market lacked a beer with a marketing positioning of ‘extra cold refreshment’ or ‘extra cold freshness’, that’s why we promoted the creation of Backus Ice. Besides having a great beer taste, it has the ideal cold temperature required when enjoying a good beer,” pointed out Fernando Zavala, Chairman of Backus, who also said that “for the first year we estimate to sell 261,000 hectolitres, aiming at having a market share close to 2% nationwide.”

 It is worth mentioning that Backus Ice is aimed at those with a taste for innovation and modernity. This is a product completely new and different from the existing ones on the Peruvian market, and because of its main attribute, extra cold, it will be greatly appreciated by the people who like enjoying a very cold beer any time of the day.

Extra cold presentations of Backus Ice

The new brand of Backus’ portfolio comes in a green bottle; it also has a thermosensitive “ice” icon that changes colors, indicating the ideal temperature at which to enjoy it.

This brand, in its four presentations, has been available for the public since January 6th, in the main selling points of the country.

  • 630 ml. returnable bottle. Sugested price: S/. 4.00
  • 310 ml. NON returnable bottle. Sugested price: S/. 2.70
  • 473 ml. can Sugested price: S/. 3.30
  • 355 ml. can Sugested price: S/. 2.50

Backus Ice wants to be the favourite beer of those who like having a very cold beer.

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 well-segmented national and international brands that want to satisfy consumers in more than 180,000 selling points throughout the country.

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 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 8th January 2014.



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