Mexican alcoholic beverages and hard carbonated drinks remain top sellers. MillerCoors is looking to capitalize on these two trends with the release of its new Zumbida line.
Zumbida is inspired by traditional Mexican agues frescos, the company says. The first release, Mango, adds extra fruit flavor. Available in select regions, Zumbida Mango pairs a “subtle sweetness and fruit flavor with a hint of carbonation and a touch of alcohol,” the company says in a press release.
Zumbida Mango is 4.2 percent alcohol by volume (ABV). It’s available in 6-pack 12-ounce bottles at select retail locations in California and Texas, Las Vegas, Albuquerque, and Denver.
“We are excited to offer a drink inspired by such a beloved beverage that everyone can enjoy, regardless of whether or not you’re familiar with aguas frescas,” says Tristan Meline, senior marketing manager for Zumbida, in a press release. “MillerCoors is always exploring different cultures, occasions, flavors and lifestyles to deliver new products that meet people’s changing tastes and behaviors. With Zumbida, we found our inspiration in a great Mexican tradition and added a touch of alcohol you don’t normally have in aguas frescas.”
The Zumbida launch will be driven by local marketing efforts that include sampling events, out-of-home marketing in select cities, as well as digital, social media and PR support.