Anheuser-Busch Heats Up Mexican Beer Market

A-B InBev is bringing the 106-year-old Estrella Jalisco brand to the United States.

March 22, 2016

NEW YORK – CNBC reports that the “already competitive imported Mexican beer marketplace” is gaining a new player. Anheuser-Busch InBev is bringing the 106-year-old Pilsner brand Estrella Jalisco brand to the United States, a beer first brewed in the city of Guadalajara.

Anheuser-Busch InBev is betting that one of the largest beer brands in Mexico will find a ready audience among Hispanic consumers who are familiar with the brew.

"We know they know this brand, and in many instances, they grew up seeing this beer or they used to drink it and then they moved to the U.S, or their parents moved to the U.S.," said Jorge Inda Meza, marketing director, West region for Anheuser-Busch. "It's a special memory and finally they can drink it again."

A-B InBev hopes the brand and its appeal to Mexican consumers will resonate with the growing number of adult Hispanic millennials in the United States, notes CNBC. The brew will be distributed in 10 states, including California, Texas, Illinois, New Mexico and New York.

While A-B InBev is not setting specific expectations for the Estrella Jalisco brand, writes CNBC, the company isn’t hiding its conviction that the brand will have a powerful effect. “There are a number of players in the space, but there is no other proposition that truly celebrates the heritage and iconography of Mexico,” said Inda Meza. “We think it's going to be one of the success stories across any category for this year.”

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