Anheuser-Busch has brought the Mexican beer Estrella Jalisco to America.
This light-flavored pilsner from Guadalajara, Jalisco became available north of the border for the first time last month. Currently it can be found in California, Colorado, Illinois, New Mexico, Nevada, New York, Oregon, Texas, Utah and Washington.
Estrella Jalisco’s red, blue and yellow label is a nod to the flag of Jalisco, the company says, 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 company says. 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 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.
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 for $8.99 and 24-ounce cans.
