In Peru, where ancient traditions meet modern challenges, Cusqueña beer has embarked on a mission that not only refreshes the body but also replenishes the land. Known for its rich history and cultural significance, Cusqueña is more than just a beverage; it’s a symbol of Peruvian heritage and pride. And now, with the launch of the Amunas project, Cusqueña is taking its commitment to preserving the environment to new heights.
The Amunas project, a collaboration between Cusqueña, Backus, Aquafondo, and The Nature Conservancy, aims to address the growing water stress and lack of access to water faced by communities in Peru due to climate change. By reviving ancient water management techniques used by Pre-Inca cultures, the project seeks to infiltrate millions of cubic meters of water into the soil, replenishing natural springs and restoring agriculture and livestock farming in affected areas.
“At Cusqueña, we believe in honoring our heritage while embracing innovation and sustainability. The Amunas project is a testament to our commitment to preserving our environment and supporting the communities that depend on it,” says Sebastian Palacio, Director of Cusqueña.
Since its inception in 2018, the Amunas project has made significant strides in restoring ancient water canals known as Amunas. These stone and clay canals, dating back over fourteen hundred years, are designed to capture and sow water, filtering it through porous rocks and storing it in natural springs for use during times of drought.
Through the tireless efforts of Cusqueña, Backus, and their partners, over 41 kilometers of Amunas have been restored, leading to the infiltration of more than 2.45 million cubic meters of water by 2023. This has revitalized agriculture and livestock farming in numerous communities, improving the quality of life for thousands of Peruvians.
But the work doesn’t stop there. Cusqueña and Backus have ambitious plans to restore an additional 67 kilometers of Amunas by 2025, extending the project’s impact to even more communities across Peru.
The Amunas campaign, spearheaded by Publicis Perú, showcases the transformative power of collaboration and innovation in addressing environmental challenges. Through a combination of storytelling, testimonials, and educational content, the campaign highlights the importance of preserving ancient traditions and adapting them to modern-day realities.
As Nelson Fragoso, General Manager of Publicis Perú, explains, “The Amunas project is not just about restoring water canals; it’s about preserving our cultural heritage and ensuring a sustainable future for generations to come.”
With its commitment to environmental stewardship and community empowerment, Cusqueña’s Amunas project is a shining example of how brands can make a positive impact on society while staying true to their roots. And as the campaign continues to unfold, it’s clear that the journey to a more sustainable future has only just begun.
