The makers of Budweiser are capitalizing on the growing popularity of imported beer with the latest addition to their portfolio.
Anheuser-Bush recently introduced Estrella Jalisco, a 106-year old Mexican Pilsner, to a U.S. audience, reports Fortune.
The beer giant will first roll out the new cerveza across 10 states with advertising in Spanish on TV, print and online. In addition to attracting new consumers who favor beers like Corona, AB InBev is hoping Hispanic consumers will be excited the classic beer is now available in the states.
“We know they know this brand, and in many instances, they grew up seeing this beer or they used to drink it and then they moved to the U.S, or their parents moved to the U.S., Jorge Inda Meza, marketing director, West region for Anheuser-Busch, announced in a statement. “It’s a special memory and finally they can drink it again.”
According to Fortune, the introduction of Estrella Jalisco is unlikely to hinder the explosive growth of other imports – but may lure some drinkers away from “American light lagers that are similarly low in alcohol content.”
Estrella Jalisco, which at 4.5 percent ABV is on par with Corona, is now available in California, New Mexico, New York, Texas and several other states by the end of this month.
more recommended stories
K’u’uk: contemporary cuisine or pure alchemy?
Acknowledged at the Food and Travel.
Mérida, one of the best cities to live in Mexico (and the world)
Dan Prescher wrote an article for.
Hacienda Kancabchén: a call from a distant era just 15 miles away from Mérida
Hacienda Kancabchén maintains great part of.
Amazon launches new debit card in México
MEXICO CITY.- Banorte and Mastercard, together.
Over two thousand dogs and cats have been vaccinated in Valladolid
With the installation of seven locations.
Yucatecan pelicans and flamingos on the brink of becoming endangered species
“Pelicans and flamingos are some of.
Teacher Leaders Present an Innovative Blueprint for Relevant Learning in the Age of AI
What does the fourth industrial revolution.
New technology used in Yucatán to find people lost at sea
As part of a third aspect.
“Pet uh” Civil Association aims to promote Peto, Yucatán
PETO.- In the coming weeks the.
Mexico overtakes Brazil as the largest automobile producer in Latin America
Mexico registered a new record in.