Anheuser- Busch is on a mission to capture more of the Hispanic market in the United States and the company is hoping it newest U.S. import will accomplish its goal.
Starting in September, 2014, Anheuser- Busch will begin to import Montejo, a Mexican lager. It will offer this new import to residents of Arizona, California, New Mexico, and Texas. More states may be added of the product is well- received, but these U.S./Mexico border states will be the first to taste this Mexican brew.
Hispanics are growing in number and now comprise about one quarter of all U.S. residents. The large and growing number of Hispanics in the United States represents an opportunity to serve a somewhat untapped market more thoroughly.
“There’s obviously a growing consumer demand and preference for Mexican beers in the U.S.,” said Ryan Garcia, Anheuser-Busch’s V.P. of Regional Marketing.
Montejo has been produced and sold in its native Mexico for decades. First brewed in 1960, it has been a popular beer among locals for quite some time. Tourists seem to like it as well and its appeal should go beyond the Hispanic population. Corona, the best selling Mexican import, is popular in large part because of its image and association with vacationing, beaches, and relaxation. Corona’s appeal cuts across several demographics and there is no reason to suspect that Montejo cannot follow suit.
Could Montejo pose a threat to established Mexican brands like Corona, Dos Equis, Tecate, and others? Anything is possible, but Constellation Brands, the prime importer of Mexican beers in the USA, doesn’t think so: “It’s just another brand basically,” said Robert Sands, CEO of Constellation Brands in response to the Montejo launch. “So it doesn’t pose any particular threat to us that is different than anything else that has been done by any of our competitors in the past.”