Anheuser-Busch: Mexican Beer Estrella Jalisco to Make U.S. Debut
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," says 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.
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.