Supported by a push titled This is Mexicanidad, the effort celebrates age-old Mexican traditions and its rich brewing history
Anheuser-Busch is rolling out its light-flavoured pilsner from Guadalajara, Estrella Jalisco, across the United States in March, with the beer set to debut in 10 states alongside a marketing campaign spotlighting Mexican authenticity. The move brings more than 100 years of Mexican brewing tradition to America.
The bottle’s red, blue, and yellow label is a nod to the flag of Jalisco, while the crest on its packaging is inspired by the coat of arms of Guadalajara. Supported by an integrated advertising push titled This is Mexicanidad, the effort exalts age-old traditions, celebrating the customs of the Jalisco region.
The Spanish-language exercise will include television, print, digital, outdoor, and in-store support. Additionally, a series of cultural events including concerts throughout the country is slated to kick-off. Fans can engage with the brand via its website and the hashtag #EstrellaJalisco on Twitter.
Estrella Jalisco contains 4.5 percent alcohol by volume and is being sold as 12-packs of 12-ounce bottles as well as cans, 18-pack 12-ounce cans, 6-pack 12-ounce bottles, and 24-ounce cans. The offering will be available at select bars, restaurants, and grocery and convenient stores upon launch.
“Estrella Jalisco is a symbol of Mexican pride that evokes rich traditions and history. Many Mexican and Mexican-Americans have roots in Jalisco. We’re excited to reunite them with the beer that they could previously only enjoy in Mexico,” said Jorge Inda Meza, Marketing Director, West Region at Anheuser-Busch.