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MillerCoors introduces Mexican-inspired beverage, Zumbida

DBR Staff Writer Published 09 September 2016

MillerCoors has introduced a new alcoholic beverage, called Zumbida, that is inspired by Mexican drink aguas frescas.

The first flavor released is Zumbida Mango, which includes a subtle sweetness and fruit flavor with an indication of carbonation and a touch of alcohol, the company said.

The 4.2% alcohol by volume beverage is available in six-pack 12-ounce bottles in California and Texas, as well as Las Vegas, Albuquerque, New Mexico, and Denver.

Like aguas frescas, Zumbida also carries a fruit flavor which the beer maker says can be enjoyed by both fans of the beverage as well as drinkers who seek to identify different flavors and styles.

Zumbida senior marketing manager Tristan Meline said: "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."

Backing the Zumbida launch will be local marketing efforts including sampling events, digital, social media and PR support along with out-of-home marketing in select cities.

MillerCoors, which is a joint venture of SABMiller and Molson Coors Brewing Company, is a manufacturer of beers, flavored malt beverages as well as ciders. Its brands include Coors Light, Miller Lite, Miller High Life and Coors Banquet.

Image: Zumbida Mango is available in 6-pack 12-ounce bottles at select retail locations in California and Texas, Las Vegas, Albuquerque, and Denver. Photo: Courtesy of PRNewsFoto/MillerCoors.