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Backus awards 798 Peruvians with more than two million soles (Translation)

13 September 2012

As a result of the contest “133 years of Backus”

- The winner of one million soles is from Huancayo – Junín.
- The contest managed to collect almost six million envelopes and more than 17 million caps all over the country
- The promotion was held in celebration of Backus’ 133rd anniversary


Lima, September 11th, 2012 - The promotion “133 years of Backus”, designed to thank consumers for choosing the brands in its group, resulted in 798 award winners all over the country, and one lucky winner taking home the grand prize of one million soles. Backus managed to collect six million envelopes nationwide, exceeding all expectations.

The campaign, which involved caps for all domestic brands of Backus beer, was expected to award more than two million soles in cash. This way, the pool was shared amongst 798 people, and 792 received prizes of a thousand soles each, five winners received 100,000 soles each and a single winner received a prize of a million soles.

On the subject, Andrés Hecht, Director of Brand Portfolio Strategy, Innovation and Development said: “Backus decided to launch this promotion as an appreciation to all its customers for choosing our brands over the past 133 years. We did not expect the promotion to be this successful, and were proud to reward 798 people nationwide. This confirms the presence of Backus in all celebrations and gatherings among the Peruvian people”.

Through this promotion, a total of 5,694,225 envelopes and 17,082,675 marked caps were collected.

About Backus:
Union of Peruvian Breweries and Johnston is the brewing industry leader in Peru, with 5 decentralized production plants in Lima, Arequipa, Cusco, Motupe and Pucallpa. It has a well-segmented portfolio of national and international brands, which satisfy consumers in more than 142,000 selling points throughout the country. During 2011, Backus registered net sales of S/. 3,005.5 million, contributed S/. 2,224 million to the Treasury and gave direct jobs to more than 7,000 people and indirect to more than 220,000 people.

Backus has a focus on 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 are designed to generate social inclusion and strategic alliances to achieve a greater impact in economic, social and environmental terms for the society as a whole.

For more information, contact:
Cecilia Quevedo
Comunicaciones Externas Backus - 3113000
Yohana Medina
LLORENTE & CUENCA
222-9491 Anexo 208

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 [11/09/2012].

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