highperformr logo

Backus's Overview

Total employees3152
HeadquartersAte, Lima
Founded1879

Unión de Cervecerías Peruanas Backus y Johnston S.A.A., commonly known as Backus, is the largest and most prominent brewery in Peru, and a key part of the Anheuser-Busch InBev (AB InBev) global conglomerate. With a rich history dating back to 1879, Backus produces some of Peru's most beloved beer brands, including Cristal, Pilsen Callao, Cusqueña, and Pilsen Trujillo, alongside other alcoholic and non-alcoholic beverages. The company is deeply committed to sustainable practices, community development, and promoting responsible consumption, playing a significant role in Peru's economy and cultural heritage. Backus continually invests in innovation and quality to deliver exceptional products to its consumers.

Where is Backus's Headquarters?

HQ Function

Serves as the central administrative, strategic, and primary operational hub for Backus in Peru, overseeing production, distribution, marketing, and corporate affairs for its extensive beverage portfolio.

Notable Features:

The Ate complex is one of the largest and most modern brewing facilities in South America, equipped with advanced production technology, extensive logistics capabilities, and significant corporate office space. It's a landmark of industrial capacity in Lima.

Work Culture:

Backus fosters a dynamic work culture centered on quality, innovation, and Peruvian pride, integrated with AB InBev's global emphasis on results-driven performance, meritocracy, talent development, and a strong commitment to sustainability and community engagement.

HQ Significance:

The Lima headquarters and main plant are pivotal to Peru's beverage industry and national economy, generating significant employment, supporting local suppliers, and upholding the legacy of iconic Peruvian brands.

Values Reflected in HQ: The headquarters embodies values of operational excellence, efficiency, high quality standards, a blend of rich tradition with forward-looking innovation, and a commitment to large-scale, sustainable production and corporate responsibility.

Location:

While Backus's primary market is Peru, where it holds a dominant position, its leading premium brands, particularly Cusqueña, have achieved significant international recognition. These brands are exported to various countries across North America, South America, Europe, and Asia. As an integral part of AB InBev, the world's largest brewer, Backus benefits from an extensive global distribution network. This allows its flagship Peruvian products to reach consumers worldwide, showcasing Peruvian quality, brewing tradition, and craftsmanship on an international stage.

Street Address:

Av. Nicolás Ayllón 3986

City:

Ate, Lima

State/Province:

Lima

Country:

Peru

Backus's Global Presence

Motupe, Lambayeque, Peru

Address: Carretera Panamericana Norte Km. 778, Motupe, Lambayeque, Peru

Ensures optimal product availability and reduces transportation logistics for Northern Peru, catering effectively to local demand and supporting regional distribution networks.

Arequipa, Arequipa, Peru

Address: Variante de Uchumayo Km. 5.5, Sachaca, Arequipa, Peru

Supports the robust supply chain for Southern Peru, ensuring timely delivery of fresh products, contributing to the local economy of Arequipa, and meeting regional consumer preferences.

Cusco, Cusco, Peru

Address: Av. La Cultura 721, Cusco, Peru (Address may vary for specific plant location)

Serves the Cusco region and parts of Southern Peru, maintaining the heritage of specific local brands and ensuring product supply in this key tourist and cultural hub.

Pucallpa, Ucayali, Peru

Address: Carretera Federico Basadre Km. 13, Pucallpa, Ucayali, Peru (Address may vary for specific plant location)

Ensures beverage availability in the Eastern Peruvian Amazon, addressing unique distribution challenges and supporting the local economy in the Ucayali region.

Buying Intent Signals for Backus

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Executive Team of Backus

As of April 2025, Backus' leadership includes:

Marcio Fritzen - General Manager
Pablo Querol - Vice President Marketing
Alejandra Campero - Vice President People
Carla Wilson - Vice President Legal & Corporate Affairs
Ricardo Reinoso - Vice President Supply

Investors of Backus

Backus has been backed by several prominent investors over the years, including:

Anheuser-Busch InBev (AB InBev)

Executive New Hires/Exits in the Last 12 Months

Hire1
Exits1

Backus, as a key subsidiary of AB InBev, strategically manages its leadership team to drive performance and innovation. Recent top-level appointments reflect a focus on experienced leadership from within the global AB InBev network.

Departures

Sergio Rincón, Sergio Rincón transitioned from his role as General Manager of Backus after a successful period leading the company.

New Appointments:

Marcio Fritzen, Marcio Fritzen was appointed as the new General Manager of Backus, bringing extensive experience from various leadership roles within AB InBev across different markets.

Technology (Tech Stack) used by Backus

Discover the tools Backus uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Backus Email Formats and Examples

Backus, being part of the AB InBev group, generally follows standardized corporate email formatting. The most common patterns for professional communication involve combinations of the employee's first name and last name.

Common formats include [first].[last]@backus.pe or [f][last]@backus.pe. For example, `firstname.lastname@backus.pe` or `flastname@backus.pe`.

Format

maria.garcia@backus.pe

Example

80%

Success rate

News and media

Mercado NegroMay 10, 2024

Backus Launches #MéritoPuroCorazón Program Recognizing Storekeepers with S/35,000 in Prizes

Backus introduced its #MéritoPuroCorazón initiative, a program designed to recognize and reward the efforts of bodega (small store) owners across Peru. The program offers S/35,000 in prizes to support their businesses and acknowledge their crucial role in the community and distribution chain....more

GestiónApril 18, 2024

Backus to Invest US$6 Million in Arequipa Plant to Boost Cusqueña Production

Backus announced a significant US$6 million investment in its Arequipa brewing facility. This strategic investment is aimed at increasing the production capacity of its premium Cusqueña beer brand, enhancing technology, and improving efficiency at the plant to meet growing demand....more

Semana EconómicaAugust 1, 2023

Backus: Marcio Fritzen is the new General Manager of the company

Marcio Fritzen assumed the role of General Manager of Backus, succeeding Sergio Rincón. Fritzen has over 16 years of experience within AB InBev, having held various leadership positions in Brazil, Colombia, and the Dominican Republic....more

Highperformr’s free tools for company research

Explore Employees by Region or Country

See where a company’s workforce is located, by country or region.

View Funding Details

View past and recent funding rounds with amounts and investors.

Understand Revenue Insights

Understand company revenue estimates and financial scale.

Track Active Job Openings

Track active roles and hiring trends to spot growth signals.

Review Product and Offerings

Discover what a company offers—products, platforms, and solutions.

Get SIC or NAICS Codes

Get the company’s official SIC and NAICS classifications.

Analyze Website Traffic Trends

Analyze visitor volume, engagement, and top traffic sources.

Discover Social Profiles and Engagement

Explore LinkedIn, Twitter, and other active social profiles.

Identify Top Competitors

Identify top competitors based on similar business traits.

Research and Discover Companies with Highperformr — Smarter, Faster

Explore companies in depth — from the tech they use to recent funding, hiring trends, and buyer signals — all in one powerful view.

Highperformr AI helps you surface the right accounts and enrich your CRM with verified company and contact insights, so your teams can prioritize and engage faster.

  • Track intent signals to find buyers who are actively in-market
  • Enrich contacts and companies instantly, no need to switch tools
  • Automate workflows to stay ahead of every change
  • Connect your CRM & tools for seamless data sync and activation

Thousands of companies, including Backus, are just a search away.