Spanish Brewers Enter U.S. Market

Spanish brewers Mahou and Damm, the companies behind beer brands Mahou Cinco Estrellas and Estrella Damm are entering the U.S. beer market. Estrella Damm will promote its image around the idea of “Barcelona” (Catalonia, Spain) , the city where Damm is headquartered.

The market for imported beers is becoming increasingly competitive in the U.S. Heineken Premium Light, was introduced last month by the U.S. division of Dutch brewer Heineken. Heineken Premium Light will be the second light beer sold in the U.S. by Heineken, joining Amstel Light, introduced in the 1980's.

Also in February, Anheuser-Busch signed a deal to become the United States importer of brands sold by another Dutch brewer, Royal Grolsch, which is bringing out Grolsch Light Lager in five states. The deal is effective in January 2007.

Brewers are large advertisers in Spanish-language media, including Hispanic newspapers and magazines. The Hispanic campaign for Heineken Premium Light is being created by the Vidal Partnership in New York.


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.