LOS ANGELES, March 21, 2016 /PRNewswire/ -- The Jalisco region of Mexico is known for its mariachi music, handcrafted art, and as the birthplace of Estrella Jalisco beer. Starting this month, the refreshing, light-flavored pilsner from Guadalajara, Jalisco will be available in the U.S., bringing its more than 100 years of Mexican brewing tradition to America.
"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, 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. The U.S. launch will be supported through an integrated marketing campaign—"this is Mexicanidad"—which aims to bring Mexican traditions to life by celebrating the customs of the Jalisco region. The Spanish-language campaign will include television, 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 country. Fans can learn more about the campaign by visiting www.EstrellaJalisco.com and following @EstrellaJalisco on Instagram and Twitter using #EstrellaJalisco.
Each batch of Estrella Jalisco will be brewed by Grupo Modelo S.A.B. de C.V. before it is transported to the U.S. and made available this month in California, Colorado, Illinois, New Mexico, Nevada, New York, Oregon, Texas, Utah and Washington. It is best enjoyed in a wide-top pilsner glass which brings out its true flavor and aroma while allowing drinkers to appreciate the color and carbonation bubbles of the beer.
Estrella Jalisco contains 4.5 percent alcohol by volume (ABV) and will be available in 12-packs of 12-ounce bottles and cans, 18-pack 12-ounce cans, 6-pack 12-ounce bottles and 24-ounce cans. It will be available for purchase in select bars, restaurants and grocery and convenient stores this month.
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America's most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch's family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company's beers lead numerous beer segments. Budweiser and Bud Light Lime Lime-A-Rita were named Brands of the Year for the Beer and the Spirits, Malt Beverages and Wine categories, respectively, by Ace Metrix® in 2014. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 17 local breweries, 21 distributorships and 23 agricultural and packaging facilities across the United States. The company committed to investing more than $1.5 billion in its U.S. brewing, agriculture, packaging and distributing operations by 2018. Its flagship brewery remains in St. Louis, Mo., and is among the global company's largest and most technologically-capable breweries. Visitor and special beermaster tours are available at its St. Louis and five other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.
For more information, contact:
David McKenzie, Anheuser-Busch
Michael Delgado, Zeno Group