Crown Imports West Business Unit sales team members recently gathered at the Anaheim Angels stadium to talk about the launch of Victoria beer in western U.S. markets, including California, Arizona, Nevada, New Mexico, and Washington State. The beer will launch in mid-February in select eastern U.S. markets.
Victoria, one of Mexico’s finest beers and its “best-kept secret” is a Vienna-style lager beer with a rich amber color and a perfectly balanced taste. It has been produced in Mexico since 1865, making it the oldest and most traditional beer brand in Mexico. Victoria made its exclusive U.S. debut in Chicago last summer and was introduced to Colorado and Texas in late 2010.
On February 14, Victoria will be expanding to select cities including Los Angeles, Sacramento, San Francisco San Diego, San Jose, Phoenix, Tucson, Las Vegas, Reno, Albuquerque, Santa Fe, Atlanta, Charlotte and Raleigh/Durham.
“The cities we have chosen have strong Hispanic populations and Hispanics of Mexican descent already have a real affinity for this great brand,” said Bill Hackett, president of Crown Imports. “Additionally, we expect general market beer aficionados to embrace Victoria for its unique flavor. We believe the authentic history combined with Victoria’s distinctive taste will drive long-term appeal and position us for success.”
A Hispanic advertising and marketing campaign will be executed in expansion markets to support the launch of Victoria beer in the U.S., including billboard and radio advertising announcing “Your Victoria is Here! Although Its Legend Was Already Here.” Digital and social media will also help consumers find and interact with Victoria on places like Facebook.
Victoria will be available in off-premise accounts in 6-pack, 12-pack and 24-pack 12 oz. bottles.
