Anheuser-Busch to Import Mexican Lager to Southwest Markets Beginning Sept. 1
ST. LOUIS (Aug. 6, 2014) – Beer drinkers in the southwestern United States can quench their thirst for a
unique, refreshing and authentic Mexican lager when Montejo arrives at bars, restaurants and at grocery
and convenience stores in September. Anheuser-Busch will import Montejo – a golden lager beer with
more than 100 years of Mexican brewing tradition. The launch of Montejo marks the first import from
Mexico to the United States by Anheuser-Busch.
With origins in Mexicos’s Merida, Yucatan, Montejo is brewed at Cerveceria Modelo S. de R.L. de C.V.
in Tuxtepec, Oaxaca, Mexico. Perfect for parties and outdoor refreshment, Montejo is best enjoyed in a
wide-mouthed glass and pairs well with Mexican cuisine. “Our brewmasters have perfected the Montejo
recipe using time-honored Mexican brewing traditions. The result is a bright, smooth and full-flavored
lager with a crisp finish,” said César Enrique López Pineda, Montejo head brewmaster. “It’s an honor to
make this regional favorite available to beer drinkers outside of Mexico for the first time.”
According to Ryan Garcia, Anheuser-Busch vice president of regional marketing, “Mexican beers
account for nearly 60 percent of imports, and we are responding to consumer demand for an authentic
and distinctly Mexican lager.”Anheuser-Busch will put muscle behind Montejo’s launch in California,
New Mexico, Arizona and Texas with an integrated advertising and marketing campaign that includes
Hispanic targeted radio, digital, print, experiential and outdoor advertising. Los Angeles, Houston and
San Antonio residents will also catch a glimpse of one of Mexico City’s most iconic images – classic VW
Beetle “vocho” taxicabs – delivering Montejo samples to legal-age adults during various local events and
Montejo local market launch activities will pay homage to the brand’s deep heritage and personality. In
Los Angeles, Montejo will sponsor the GRAMMY® award-winning Los Tigres del Norte – a norteño-
style ensemble band based in California. The band will be honored Aug. 21 with a star on the Hollywood
Walk of Fame and a VIP after-party where guests will enjoy Montejo as the exclusive beer sponsor.
Montejo contains 4.5 percent alcohol by volume (ABV) and will initially be available in packs of 12 12-
ounce cans and six 12-ounce bottles.
For more information on Montejo, visit www.CervezaMontejo.com.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.6 percent
share of U.S. beer sales to retailers. The company brews Budweiser and Bud Light, two of the
world’s largest-selling beers. Anheuser-Busch is a major manufacturer of aluminum cans and
has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned
subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under
the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.
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