Mexican Pilsner is ready to entice the United States' beer drinkers as Anheuser-Busch InBev introduced Estrella Jalisco that will hit the market this March. The launch is advertised Spanish-language with the campaign "This is Mexicanindad" - implying Mexican pride and tradition.
Analysts said that the strong sales could make Estrella Jalisco a head-to-head rival with Tecate, Corona and Dos Equis. Given the fact that its debut progressed to aggressive demands, Estrella Jalisco could dominate the bar taps and supermarket shelves. Analysts further explained that the explosive growth of import offerings may impact in costumers shifting from American light lagers.
Anheuser-Busch, as a world class brew master, does not have difficulty in bringing the Mexican beer to the States. The company has distributed America's popular beers including Budweiser and Bud Light.
Grupo Modelo brewery in Guadalajara is responsible for the production of this Mexican Pilsner before transporting them to Texas, New York, California, New Mexico and other six states. Despite the aim to attract American consumers, the company hopes Hispanic drinkers living in the states could be excited with the classic beer.
In Mexico, the Jalisco region is popularly known for its el mariachi and handcrafts. And for more than centuries, the tradition of brewing has occurred in Guadalajara - the home to Estrella Jalisco.
Hispanic residents in America, after moving to the states, might have missed the brand they've known since they were kids. Marketing director for Anheuser-Busch in The West region, Jorge Inda Meza, gave a statement, announcing that 'finally they can drink it again'. He's also glad to reunite the Mexicans with their home beer.
Packed in colors of red, blue, yellow label and a crest- it is a symbol of Guadalajara's coat of arms and flag of Jalisco. Light flavored Estrella Jalisco contains 4.7 percent ABV and is distributed in bottles and cans.
