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Anheuser-Busch will begin importing its first Mexican lager to the United States next month.
The subsidiary of Belgium-based Anheuser-Busch InBev will sell Montejo lager in bars, restaurants and grocery stores in California, Texas, Arizona and New Mexico. The move comes as both the Hispanic population and the market for Hispanic foods continues to grow in the U.S.
"Mexican beers account for nearly 60 percent of imports, and we are responding to consumer demand for an authentic and distinctly Mexican lager," said Ryan Garcia, Anheuser-Busch vice president of regional marketing.
St. Louis-based Anheuser-Busch will put muscle behind Montejo’s launch in the four Southwest states with an integrated advertising and marketing campaign that includes Hispanic targeted radio, digital, print, experiential and outdoor advertising.
In addition, Los Angeles, Houston and San Antonio residents will also catch a glimpse of one of Mexico City’s most iconic images -- classic VW Beetle “vocho” taxicabs -- delivering Montejo samples to legal-age adults during various local events and festivals.
With origins in Merida, the capital of Yucatan, Montejo is brewed at Cerveceria Modelo S. de R.L. de C.V. in Tuxtepec, Oaxaca, Mexico.
“Our brewmasters have perfected the Montejo recipe using time-honored Mexican brewing traditions. The result is a bright, smooth and full-flavored lager with a crisp finish,” said César Enrique López Pineda, Montejo head brewmaster. “It’s an honor to make this regional favorite available to beer drinkers outside of Mexico for the first time.”
Montejo local market launch activities will pay homage to the brand’s deep heritage and personality. In Los Angeles, Montejo was the exclusive beer sponsor of a VIP reception for the Grammy award-winning band Los Tigres del Norte following their Hollywood Walk of Fame star presentation ceremony on Thursday.
Montejo contains 4.5-percent alcohol by volume (ABV) and will initially be available in packs of a dozen 12-ounce cans and six 12-ounce bottles.