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.