MillerCoors launches Zumbida in select markets
New flavored malt beverage inspired by aguas frescas
Chicago-based MillerCoors, a joint venture between London-based SAB Miller plc and Denver-based Molson Coors Brewing Co., announced it is releasing Zumbida,a beverage inspiredby traditional Mexican aguas frescas with akick, the company says. Zumbida carries a fruit flavor that is characteristic of aguas frescas and can be enjoyed by both fans of the Mexican beverage anddrinkers who want to explore other flavors and styles, it adds.
Available in select regions, Zumbida Mango — the first flavor released — pairs a subtlesweetness and fruit flavor witha hint of carbonation anda touch of alcohol. At 4.2 percent alcohol by volume, Zumbida offers crisp,cleanfinish, the company says.
“We are excited to offer a drink inspired by such a beloved beverage that everyone can enjoy, regardless of whether or not you’refamiliar with aguas frescas,”saidTristan Meline,seniormarketing managerfor Zumbida, in a statement. “MillerCoorsis alwaysexploring different cultures,occasions, flavors and lifestyles todeliver new products that meetpeoples’ changingtastes and behaviors. WithZumbida, wefound our inspiration in a great Mexican tradition and added a touch of alcohol you don’t normally have in aguas frescas.”
Zumbida Mango is available insix-packs of 12-ounce bottles atselect retail locations in California and Texas, as well as in Las Vegas,Denver, and Albuquerque, N.M. The Zumbida launchwillbe driven by localmarketingefforts that include sampling events, out-of-home marketing in select cities, aswell as digital, socialmedia and PR support, the company says.