FROM MICHELADA’S TO AQUA FRESCAS

Timing their launches for the occasion, we’ve seen a raft of beverages launch in the US this week with Mexican flavours. Tapping into the growing Stateside trend for Michelada’s, Heineken-owned Mexican beer brand Dos Equis launched RTD Dos Equis Michelada, to offer the “authentic savory taste of the classic Mexican drink”. Booming in the US in recent years the serve combines tomato, lime, spice and a hint of salt, with beer. It also added non-alc beer, Dos Equis Lime & Salt ZERO and another RTD, Dos Equis Lime Margarita.

“As we continue to grow the Dos Equis portfolio, we are taking a look at what our customers are choosing to drink and creating products inspired by those choices," said Ligia Patrocinio, senior brand director at Dos Equis for Heineken USA. Launched back in March, Mexican beer brand Modelo’s new line of Spiked Aguas Frescas were created specifically for the US market. Traditionally the Mexican drink blends fruit with water, lime juice and a bit of sweetener. Here, a malt base is used as a vehicle for some key flavour combos inspired by Mexican street markets. Made with real fruit juice, there’s Piña (Pineapple), Pepino y Limón (Cucumber-Lime), Sandia (Watermelon) and Flor de

As both hail from Mexican brands – and both are inspired by authentic Mexican serves – they stand apart from some of the other notable launches. Such is the demand and interest in the US, that more and more, other major drinks brands want in on the trend, from often unrelated categories.

Mexicana

Step forward Pernod Ricard and its launch of a boldly Mexicaninspired addition to its Absolut vodka line, with a product made with smoky pineapple and chilli flavour. Designed to be drunk as a shot, it was initially aimed at Mexican Gen Z consumers.

Described as Mexican-inspired but with global appeal, Absolut Nights Smoky Piña launched in Mexico in January 2023, ahead of a wider international rollout. Charl Bassil, global vice president marketing for Absolut said: “Borrowing from powerful tastes and designs of Mexico, we’re confident that Absolut Nights Smoky Pina will bring an exciting edge for partygoers looking to elevate their night.”

Brand new for May in the US is Bacardi’s Mango Chile, described as a blend of natural mango extracts, fiery chilli spice and white rum. Another product intended to be served as a shot, it’s inspired by the Mexican snack, says the brand. And just like the snack, the shot glass should be dusted with Tajín Clásico Seasoning, to get the ideal blend of sweet, spicy and tangy.

Maria Galis, Bacardi’s global innovations director, said: "We're so thrilled to bring Mango Chile to the US, especially after its knockout launch year in Mexico, which led Bacardi to become the top selling flavoured spirits portfolio in the country."