Constellation Brands has expanded its Modelo portfolio in the US with Modelo Chelada Limón y Sal.
The newest addition to the Modelo Chelada line-up is a said to be a refreshing take on an authentic Mexican tradition and have a “smooth and refreshing citrus flavour experience”.
Made with Mexican beer, lime and salt, the 3.5% ABV beverage is available in 24oz cans and aims to provide a new, convenient way to enjoy the classic chelada experience.
Originally from Mexico, cheledas tend to feature juices, sauces and spices mixed with beer to create a beer cocktail.
According to figures from Constellation Brands, the chelada segment in the US is up 11%, while Modelo Cheladas are up 51% in volume growth.
“Consumers today are looking for authentic experiences and new flavours,” said Greg Gallagher, vice president, brand marketing, Constellation Brands beer division.
“As our first non-tomato-based chelada, Modelo Chelada Limón y Sal provides both by delivering this new refreshing flavour combination based on one of the most traditional Mexican chelada recipes.”
To drive awareness of the release, Constellation is launching sampling programmes as well as Spanish language TV and digital advertising.
Modelo Chelada Limón y Sal joins a portfolio that includes classic Modelo Chelada Especial and sweet and spicy Modelo Chelada Tamarindo Picante.
Constellation Brands acquired Grupo Modelo’s US beer business from AB InBev in 2013.
Last year, MillerCoors announced the release of a Sol RTD Chelada, created with a mix of Sol beer, tomato, lime spices and other natural flavours.