BUILDING MOMENTUM

Both launches follow previous efforts by producers such as Diageo to tap into flavours inspired by Mexican cuisine. Smirnoff Spicy Tamarind was first launched in Mexico, before a US expansion in late 2020. The product “has given us the ability to showcase the versatility of our spirit in ways that consumers are really connecting with” said Stephanie Shields Jacoby, senior vice president Smirnoff Global at Diageo. It was later launched in the US with a glow-in-the-dark candy skull adorned bottle.

about the beer representing “much of why we’re here in America,” but does mention its ideal food pairings are chips and salsa, guacamole, salad with grilled chicken and citrus vinaigrette.