SABMiller Launches Barena Beer to Peru
The brand will be sold at a 10% premium to the Backus and Johnson brand Cristal, Peru’s most popular and best selling lager.
16/10/06 SABMiller plc, one of the world’s leading brewers, announces that its Peruvian subsidiary, Backus and Johnston , will invest approximately US$4 million in the introduction of the group’s Barena beer brand into Peru.
Barena, which is a smooth and refreshing 4.6% abv. lager, is designed to appeal to moments of ‘spontaneity’ and is marketed under the tagline “¡No la piensas tanto!” (“Don´t think about it too much!”). The labelling, which is clean and highly contemporary, will appeal to a new generation of Peruvian beverage alcohol consumers. Barena will initially be available in Lima, but it will be rolled out nationally after its launch. The brand will be sold at a 10% premium to the Backus and Johnson brand Cristal, Peru’s most popular and best selling lager.
Robert Priday, president of Backus, commented:
“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. 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.”
The technical upgrades required for the Barena launch is part of a US$102 million investment program announced by Backus and Johnston for the next 8 months. The programme also includes an increase in production capacity in the brewery plants in Lima and Ate.
