Product Launch - US: Constellation Brands' Modelo Especial Chelada
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Category – Beer, Chelada, 3.5% abv, 24-ounce can
Available – From this month
Location - Off-trade; California, Nevada, Arizona, New Mexico, Texas and Chicago from this month initially. Then, a national roll out in the first quarter of 2014
Price – SRP US$2.99 for a 24-ounce can
Distribution – Crown Imports
Crown Imports, Constellation Brands' US beer business, is launching its own Michelada brand this month.
Modelo Especial Chelada, with a 3.5% abv, combines the taste of the lager brand with tomato, salt and lime and comes in a 24-ounce can. It is a variation on a 'cerveza preparada', a Mexican beer mixed with tomato juice, hot sauce and salsa.
Crown Imports said the drink was “carefully crafted to deliver a true Mexican Chelada taste with the convenience consumers are seeking”.
It will initally launch in the off-trade in California, Nevada, Arizona, New Mexico, Texas and Chicago, then roll-out nationally in the US next year.
Constellation Brands took full control of Crown Imports earlier this year, in the wake of Anheuser-Busch InBev's $20.1bn acquisition of Grupo Modelo.
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