LOS ANGELES -- Anheuser-Busch will bring a new Mexican-import beer to the United States beginning this month. The brewer will begin importing for the first time Estrella Jalisco, a beer with a more-than-100-year history in Mexican brewing, to 10 states in the United States.
"Estrella Jalisco is a symbol of Mexican pride that evokes rich traditions and history," said Jorge Inda Meza, marketing director, West region, for Anheuser-Busch. "Many Mexican and Mexican-Americans have roots in Jalisco, Mexico, and we're excited to reunite them with the beer that they—or their relatives—could previously only enjoy in Mexico."
Estrella Jalisco's red, blue and yellow label is a nod to the flag of Jalisco, and the crest on its packaging is inspired by the coat of arms of Guadalajara, according to the company.
The U.S. launch will be supported through an integrated marketing campaign—"This is Mexicanidad"—that aims to bring Mexican traditions to life by celebrating the customs of the Jalisco region. The Spanish-language campaign will include TV, print, digital, out-of-home and in-store support. Additionally, Estrella Jalisco will celebrate Mexicanidad through a series of cultural events, including concerts throughout the United States.
Each batch of Estrella Jalisco will be brewed by Grupo Modelo S.A.B. de C.V. before it is transported to the United States and made available this month in California, Colorado, Illinois, New Mexico, Nevada, New York, Oregon, Texas, Utah and Washington. Estrella Jalisco contains 4.5% alcohol by volume and will be available in 12-packs of 12-ounce bottles and cans, 18-packs of 12-ounce cans, six-packs of 12-ounce bottles and 24-ounce cans.
Mexican-import beers is one of the fastest-growing categories of beer in the United States. Imported-beer unit sales grew 14.3% in convenience stores in 2015, and Mexican imports account for six of the top 10 fastest-growing imported beers in c-stores, all but one of those six growing by double digits in 2015, according to IRI data.
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