For decades, SABMIller’s San Juan beer has been, by far, the favorite beer of the Peruvian Amazon region. Since its launch, a jaguar known as "otorongo", native to the region, has … read morebeen its symbol. Sadly, due to deforestation and poaching, the otorongo is now a species in danger of extinction. There are only 6.000 otorongos left in Peru. In order to change this situation, during the hugely popular February carnival, San Juan removed the jaguar from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of mirroring the problem. Reactions came quickly, ranging from surprise to indignation. By FCB Mayo Lima
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