Estrella Jalisco Makes US Debut
Anheuser-Busch to launch the brew in 10 states in March with campaign celebrating Mexican authenticity
"Estrella Jalisco is a symbol of Mexican pride that evokes rich traditions and history," said 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 isMexicanidad" — 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 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. 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.