CHICAGO – January 2011 – Crown Imports West Business Unit sales team members recently gathered at the Anaheim Angels stadium for a planning meeting to launch Victoria beer in western U.S. markets, including California, Arizona, Nevada, New Mexico and Washington State. The beer will also launch in mid-February in select eastern U.S. markets.
Victoria, known as Mexico’s “best-kept secret” and one of its finest beers, is a Vienna-style lager beer that combines a rich amber color with a perfectly balanced taste and a smooth, crisp finish. Victoria has been produced in Mexico since 1865, making it the country’s oldest and most traditional beer brand. Victoria, previously only available in Mexico, made its exclusive U.S. debut in Chicago last summer and was introduced to Colorado and Texas in late 2010.
Victoria is expanding to select cities throughout the U.S. on February 14, including Los Angeles, Sacramento, San Francisco, San Diego, San Jose, Phoenix, Tucson, Las Vegas, Reno, Albuquerque, Santa Fe, Atlanta, Charlotte and Raleigh/Durham. According to Bill Hackett, president of Crown Imports, all of these cities are natural choices to continue Victoria’s expansion. “The cities we have chosen have strong Hispanic populations and Hispanics of Mexican descent already have a real affinity for this great brand. Additionally, we expect general market beer aficionados to embrace Victoria for its unique flavor. We believe the authentic history combined with Victoria’s distinctive taste will drive long-term appeal and position us for success.”
To support the launch of Victoria beer, an Hispanic advertising and marketing campaign will be executed in expansion markets, including billboard and radio advertising announcing, “Your Victoria is Here! Although Its Legend Was Already Here.” In addition, digital and social media will help consumers find and interact with Victoria on places like Facebook.
Victoria, which translates to “victory” in English, will be available in off-premise accounts in 6-pack, 12-pack and 24-pack 12-oz. bottles. The first cases of beer will be delivered to Hispanic and General Market retail accounts on February 14. Sales are expected to be brisk as consumers are already quite familiar with Victoria, and have enjoyed it in Mexico for decades.
Victoria will also be available in select Hispanic and General Market on-premise accounts. For more information about where to find Victoria Beer, visit www.findvictoria.com (starting in March 2011 for new expansion markets).