Backus

What Backus does

Backus (Unión de Cervecerías Peruanas Backus y Johnston S.A.A.) is Peru's leading brewing company and a subsidiary of Anheuser-Busch InBev (AB InBev) since the 2016 acquisition. Founded in 1876 in Lima, the company manufactures, distributes, and commercializes 21 beer and non-alcoholic beverages across a portfolio that includes national heritage brands Cristal (launched 1922), Cusqueña (including the Dorada and Cero non-alcoholic variants), and Pilsen Callao, alongside the global Corona brand through AB InBev. Operations are anchored by 6 manufacturing plants across Lima, Pucallpa, and Lambayeque, supported by 36 distribution centers and a network of 42 distributors covering all regions of Peru. The company employs approximately 2,056 collaborators and is operated through wholly-owned subsidiaries including Compañía Cervecera Ambev Peru, Cervecería San Juan, Transportes 77, and Naviera Oriente.

Revenue is generated primarily through wholesale and distribution of packaged beer and beverages to retail and HORECA channels across Peru via the 42-distributor network, with retail pricing determined by market dynamics. The business model is traditional CPG brewing — large-scale manufacturing, brand-led marketing, and physical distribution — with no disclosed subscription, SaaS, or licensing revenue mechanics. Customer segments split between general Peruvian consumers (B2C, mass-market) and retail/wholesale distributors (B2B channel partners). Go-to-market combines channel partner distribution with direct enterprise field sales coverage of national accounts. Backus pursues a 'seed to bottle' vertical integration philosophy, sourcing 140,000+ tons of Peruvian-grown rice and corn since 2021 through the Herederos del Campo agricultural program, which has impacted over 1,000 farmers in partnership with MIDAGRI, INIA, and UNALM. Complementary initiatives include the Beer Academy (educational platform, ~4,000 participants), responsible consumption campaigns (7 million people reached), the Amunas water conservation program, and a pending Clean Production Agreement with Peru's Ministry of Environment.

The competitive position is defined by incumbency, brand heritage, and physical distribution density rather than proprietary technology. No AI/ML, software platform, or technology differentiation is disclosed in the available data — the technology field is explicitly empty. Strategic priorities visible in the input focus on agricultural localization, sustainability certification, non-alcoholic beverage expansion, and AB InBev regional integration of functions (e.g., shared services logistics leadership).

Name

Backus

Legal name

UNIÓN DE CERVECERÍAS PERUANAS BACKUS Y JOHNSTON S.A.A.

Website

https://backus.pe

Company type

Private

Founded year

1876

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Backus is Peru's leading brewer and AB InBev subsidiary, manufacturing and distributing 21 beer and non-alcoholic beverages across 6 plants, 36 distribution centers, and 42 distributors nationwide, serving Peruvian mass-market consumers through heritage brands Cristal, Cusqueña, Pilsen Callao, and Corona.

Ownership category

akta.pro rank

Product category

Beer Manufacturing

NAICS

Breweries (31212), Beverage Manufacturing (3121)

SIC

Malt Beverages (2082), Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL), Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)

Keywords

• Beer manufacturing
• Beverage distribution
• Brewery operations
• Alcoholic beverages
• Non-alcoholic beverages

Headquarters

HQ city

Ate

HQ country

Peru

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Beer and Beverage Manufacturing and Distribution: Backus generates revenue through the manufacture, distribution, and commercialization of beer and non-alcoholic beverages. The company operates 6 plants nationwide, 36 distribution centers, and works with 42 distributors across Peru. Brands include national brands (Cristal, Cusqueña, Pilsen Callao) and global brands (Corona) as part of the AB InBev portfolio.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Backus (Unión de Cervecerías Peruanas Backus y Johnston S.A.A.) manufactures, distributes, and commercializes beer and non-alcoholic beverages across Peru. The company operates 6 brewing plants, 36 distribution centers, and a network of 42 distributors, offering 21 beverages under national brands (Cristal, Cusqueña, Pilsen Callao) and global brands (Corona Extra). Since 2016, Backus has operated as part of AB InBev's global brewing network.

Product overview

Backus (Unión de Cervecerías Peruanas Backus y Johnston S.A.A.) is a leading Peruvian brewing company and part of AB InBev, operating as a multi-brand beverage company that manufactures, distributes, and commercializes beers and non-alcoholic drinks. The product portfolio includes national brands (Cristal, Cusqueña with variants like Cusqueña Dorada and Cusqueña Cero, Pilsen Callao) and global brands (Corona Extra). The company operates 6 plants nationwide, 36 distribution centers, and 42 distributors, with 2,056 collaborators managing 21 beverages. Beyond core brewing operations, Backus offers the Beer Academy educational facility and the Herederos del Campo agricultural development program. Electronic invoicing services are provided through an internal AB InBev portal. The company maintains a strong sustainability focus through initiatives like Amunas (water conservation) and the #MeUno volunteering program.

Differentiator

Problem solved

Functional benefit

Brands

• Cristal: National beer brand launched in 1922
• Cusqueña
• Pilsen Callao
• Corona
• Backus

Products and services

• Cristal National beer brand launched in 1922, becoming one of Peru's most iconic and celebrated beers, sold through retail and HORECA channels.
• Cusqueña Dorada Golden premium variant of the Cusqueña national beer brand, marketed as a premium Peruvian lager.
• Cusqueña Cero Non-alcoholic variant of the Cusqueña beer brand, targeted at consumers seeking alcohol-free options.
• Pilsen Callao National beer brand with historical significance in the Peruvian market, distributed nationally by Backus.
• Corona Extra Global AB InBev beer brand distributed by Backus in Peru under license from the AB InBev portfolio.
• Backus Beer Academy Educational service at Backus's pilot plant in Ate, Lima, teaching nearly 4,000 consumers about beer ingredients, the brewing process, and proper tasting and pairing.

Quantifiable outcome

• 1,000+ farmers impacted with tools for prosperity through Herederos del Campo program
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• MIDAGRI (Ministerio de Desarrollo Agrario y Riego)coreStrategic or Co-development Partner · 1 January 2021Backus maintains a solid agreement with MIDAGRI to develop local malting barley and strengthen agricultural competitiveness in Peru. The partnership includes collaborative research on malting barley varieties adapted to Peruvian climate conditions, with experimental crops in Jauja and Huancayo. More than 1,000 farmers have been impacted, and since 2021 Backus has acquired 140,000+ tons of Peruvian-grown ingredients.
• INIA (Instituto Nacional de Innovación Agraria)coreStrategic or Co-development Partner · 1 January 2021Partnership with INIA as part of the malting barley development program. INIA collaborates on agricultural research to develop barley varieties adapted to Peruvian climate conditions, including experimental crops in Jauja and Huancayo regions.
• UNALM (Universidad Nacional Agraria La Molina)coreStrategic or Co-development Partner · 1 January 2021Partnership with UNALM for the development of malting barley varieties adapted to Peruvian climate. The university contributes research expertise for agricultural development of beer ingredients in Peru.
• Ministerio del Ambiente (Ministry of Environment)coreStrategic or Co-development Partner · 1 January 2019Backus is in the process of certification as part of the Clean Production Agreement (Acuerdo de Producción Limpia) with the Ministry of Environment. The initiative aims to ensure commitment to environmental care and preservation through responsible management and efficient use of plastic resources in PET bottle manufacturing and solid waste management.
• SERPAR (Servicio de Parques de Lima)minorStrategic or Co-development Partner · 1 January 2019Partnership for water donation to support irrigation of green areas. 40,744 m3 of water donated to SERPAR and the Municipality of Ate for irrigation purposes.
• Municipalidad de AteminorStrategic or Co-development Partner · 1 January 2019Partnership for water donation and water infrastructure projects. 40,744 m3 of water donated for irrigation of green areas. Also partner in micro-reservoir implementation in San Mateo de Huanchor.
• Comunidad Campesina de San Mateo de HuanchorminorStrategic or Co-development Partner · 1 January 2019Design and implementation of micro-reservoir (9,000 m3 storage), 3,000 m of infiltration trenches, 854 ha with water infiltration. 200 families benefited and 109 jobs created in the community. Capacity building for 150 people.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Mahou San Miguel: Spain's leading brewing group with growing international operations. Relevant as a comparable European brewing champion with similar multi-brand portfolio strategy, though primarily competing in different geographies than Backus.

Direct peers

• Bavaria (Colombia): AB InBev's Colombian brewing subsidiary and one of the largest brewers in the Andean region. Closely comparable to Backus in business model, multi-brand portfolio, and integrated distribution, with similar exposure to Andean economic dynamics.
• Cervecería Nacional (Ecuador): AB InBev's Andean brewery operation in neighboring Ecuador. Directly comparable to Backus as another AB InBev-led national beer champion with similar brand portfolio dynamics, local sourcing programs, and Andean market structure.
• Cervecería y Maltería Quilmes (Argentina): AB InBev's Argentine brewing operation and one of the largest brewers in the Southern Cone. Highly comparable to Backus as a national champion brewery within AB InBev's LatAm network with similar brand and distribution profile.

Others

• Cusqueña (Local Premium Benchmark): Backus's own premium national brand included here only to acknowledge the within-portfolio premium benchmarking context — its performance versus regional craft and imported premium lagers is a key indicator of Backus's premium category traction.

Broad incumbents

• Grupo Modelo: AB InBev-owned Mexican brewer and producer of Corona. Operates as a fellow AB InBev national champion with comparable multi-brand portfolio and dominant domestic position; relevant for benchmarking Backus's premium and mainstream brand strategy.
• Constellation Brands: Large multi-category beverage incumbent with strong beer (Corona US rights) and wine/spirits portfolio. Relevant comparator for Backus's premium and brand-extension strategy, particularly around Corona global brand stewardship.
• Ambev (Companhia de Bebidas das Américas): AB InBev's largest Latin American operation and the regional brewing incumbent covering Brazil and broader Mercosur. Directly comparable on brewing/manufacturing scale and brand portfolio strategy, though at much larger scale than Backus.
• Heineken: Global brewing incumbent with growing Latin American footprint competing in premium beer and beyond-beer categories. Comparable as a global competitor for premium share and innovation benchmarks relevant to Backus's premium positioning.

Emerging players

• Cervecería Artesanal del Perú (craft brewers aggregate): Aggregate of Peru's emerging craft brewery segment. Relevant emerging-players comparator for Backus's exposure to consumer trends toward craft and premium beer styles where its current portfolio is comparatively underexposed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@BackusOficial
• Facebookfacebook.com/BackusPeru
• LinkedInlinkedin.com/company/backus
• Instagraminstagram.com/backusoficial?igsh=MWtxenA2d2Z4cnc3NQ==
• Xx.com/BackusOficial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Backus