Anheuser-Busch said Monday it will introduce Estrella Jalisco beer, a light-flavored pilsner from Guadalajara, in 10 states starting this month.
"Estella Jalisco is a symbol of Mexican pride that evokes rich traditions and history," Jorge Inda Meza, A-B West Region marketing director, said in a statement. “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.”
The U.S. launch will be supported through an integrated Spanish-language marketing campaign — “this is Mexicanidad” — which aims to bring Mexican traditions to life by celebrating the customs of the Jalisco region, A-B said.
Estrella Jalisco will be brewed by Grupo Modelo S.A.B. de C.V. before it's transported to the U.S.
It will be available in California, Colorado, Illinois, New Mexico, Nevada, New York, Oregon, Texas, Utah and Washington.
Fans of the beer can learn more about the Estrella Jalisco campaign at www.EstrellaJalisco.com and following @EstrellaJalisco on Instagram and Twitter using #EstrellaJalisco.
St. Louis is home to Anheuser-Busch in the United States.