In the past, the Spanish conquistadors arrived in Peru and eliminated all traces of the Incas, including the Amunas, a very advanced and effective system for sowing rainwater that was lost in the mountains. Today, due to the lack of water in some communities, it seemed relevant to us that Cusqueña, the beer that revalues our ancestral past, brings them back.

Some communities in the Andes of Lima are having water problems, they cannot live from their usual jobs such as agriculture and livestock, which makes them very likely to disappear. On the other hand, Cusqueña beer has the mission of revaluing our ancestral culture, so we had a challenge: how to demonstrate that concept with the aim of generating a solid brand promise for our consumers.

We had a challenge: how do we demonstrate our brand purpose? and we had to think outside the box.

Helping these communities by bringing back a technology from the past while the industry makes changes with futuristic technology seemed fresh and different, but this not only caught attention, but really helped many communities.

To date, we have rebuilt 41 kilometers of Amunas, giving the affected communities 6.37 million cubic meters of water, equivalent to almost 2,600 Olympic swimming pools. By 2025, 67 kilometers of Amunas will be restored, helping many more communities and people.

We communicate our main objective, which is to demonstrate our brand concept in a very effective way, reaching an audience of 23 million, 165k views and 47 pieces of coverage.