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UK: SABMiller introduces Barena to Peru

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Backus and Johnston is poised to launch an addition to its portfolio.

The Peruvian subsidiary of SABMiller said today (11 October) that it will spend around US$4m on the introduction of the group's Barena beer brand into the country.

The 4.6% abv lager will be marketed under the strapline "¡No la piensas tanto!" - Don't think about it too much - and will be available at a 10% premium to the unit's Cristal lager brand. Barena will initially be offered in the capital, Lima, although the company is planning a national rollout shortly afterwards.

"Barena will challenge the perception of the beer category in Peru by appealing to new consumer drinking occasions that have traditionally been the preserve of other alcohol categories," said Robert Priday, president of Backus. "This is our first major innovation since acquiring the business last year and is part of SABMiller's wider regional strategy to improve the image of the beer category in its South American markets."

Backus has put aside US$102m-worth of investment for the next eight months, which will support the Barena launch as well as increasing capacity at its breweries in Lima and Ate, east of the capital.

SABMiller acquired a controlling stake in Backus last July as part of its takeover of Colombia's Bavaria. Earlier this year, SABMiller confirmed that it had bought up almost all the shares in the Peruvian company.


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