CHICAGO -- The newest beverage in MillerCoors' lineup is inspired by traditional Mexican aguas frescas "with a kick," according to the company.
Zumbida carries a fruit flavor that is characteristic of aguas frescas with a crisp, clean finish and 4.2% alcohol by volume (ABV).
Available now in select regions of the United States, Zumbida Mango—the first flavor released—pairs a subtle sweetness and fruit flavor with a hint of carbonation and a touch of alcohol, the company said.
"MillerCoors is always exploring different cultures, occasions, flavors and lifestyles to deliver new products that meet people's changing tastes and behaviors," said Tristan Meline, senior marketing manager for Zumbida. "With Zumbida, we found our inspiration in a great Mexican tradition and added a touch of alcohol you don't normally have in aguas frescas."
Zumbida Mango is available in six-pack 12-ounce bottles at select retail locations in California and Texas, as well as in Las Vegas, Albuquerque, N.M., and Denver. The Zumbida launch will be driven by local marketing efforts that include sampling events, out-of-home marketing, as well as digital, social media and PR support.
MillerCoors CEO Gavin Hattersley recently has lamented the fact that the company does not have a Mexican import beer in its lineup. As the fastest growing subcategory of beers, imports from Mexico are valuable today. Perhaps this Mexican-inspired beer is a step in that direction for the Chicago-based company.
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