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April 9, 2021

Anheuser-Busch InBev releases chamoy version of Estrella Jalisco lager in US

The drinks industry's NPD gold rush continues, with Anheuser-Busch InBev adding another variant to its Estrella Jalisco Mexican lager brand in the US.

By Jason Ingle

The drinks industry’s NPD gold rush continues, with Anheuser-Busch InBev adding another variant to its Estrella Jalisco Mexican lager brand in the US.

Tropical Chamoy Michelada, which rolls out to the country’s off-premise channel this month, is a 3.5% lager flavoured with pineapple. The extension also includes clamato, which is a spiced tomato juice with clam broth, and chamoy, a spicy Mexican sauce that according to A-B InBev, does not appear in the Merriam-Webster English dictionary.

The brand owner has recruited Mexican singer Sofia Reyes to front an activation that ‘campaigns’ for the term ‘chamoy’ to be added to the dictionary. A consumer competition will be held asking for the best definition of the word.

“Our Tropical Chamoy Michelada is a completely new flavour for American consumers in a ready-to-drink product, designed to evoke a modern connection to a Mexican tradition,” said Estrella Jalisco senior director Jayden Kah. “As we introduce chamoy’s … taste to a wider audience, we’re hoping to open more palates to a Mexican staple, and give it the recognition it deserves.”

Tropical Chamoy Michelada will be available in 25oz (71cl) cans.

A-B InBev launched Estrella Jalisco in the US five years ago. The brand is handled by the brewer’s ‘High End’ North American craft beer division.

Why craft beer is exploring the value market – very carefully – Click here for a just-drinks comment

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