Backus aims to double hospitality revenue share to 25%

Peruvian brewer Backus aims to more than double the share of its total revenue coming from the hospitality channel (hotels, restaurants, and bars) from 12% to 25% over the next two years. Rodrigo Gallegos, director of Legal and Corporate Affairs at Backus, outlined the plan to newspaper Gestión on September 22, 2026.

The hospitality segment in Peru handles 236.7 million liters of beer annually, with Backus supplying more than 70% of those transactions. Average spending between food and drink ranges from 40 to 200 Peruvian soles per person in restaurants, and between 60 and 120 Peruvian soles per person in bars across two to four drinks.

Core brands like Pilsen and Cristal account for 85% of Backus sales in the channel, while premium labels such as Cusqueña, Corona, and Stella represent 15%. To expand in the channel, the company is training bar staff on food pairings, low-alcohol cocktail options, and responsible consumption.

Backus is also focusing on younger consumers, women, and older demographics by testing innovations such as gluten-free beer, zero-calorie beer, alcohol-free options under Cusqueña, and flavored lines like Flying Fish. Around 50% of the company's annual growth currently stems from revenue generated by new products and packaging innovations.