Anheuser-Busch Cos. Inc. plans to introduce Mexican-brewed Montejo Beer to baseball fans at Dodger Stadium before selling the brand across the California and the Southwest.
Montejo Beer is scheduled to make its debut on Aug. 15, when the Dodgers host the Milwaukee Brewers, the St. Louis company announced Wednesday. Anheuser Busch has not previously before imported a Mexican beer into the United States and the company is attempting to draw attention from Latino consumers with marketing activities in such cities as Los Angeles, San Antonio and Houston.
“Mexican beers account for nearly 60 percent of imports, and we are responding to consumer demand for an authentic and distinctly Mexican lager,” Ryan Garcia, Anheuser-Busch vice president of regional marketing said in a statement announcing the company’s plans.
Montejo Beer is scheduled to be commercially available in California, Arizona, New Mexico and Texas on Sept. 1. Grupo Modelo produces the beer at a brewery in Oaxaca and describes the product as a pilsner with a light flavor.
Anheuser-Busch is an American brewing and manufacturing subsidiary of Belgium-based Anheuser-Busch InBev.