Montejo Brings Its Authentic Mexican Flavor To The United States

       Montejo Brings Its Authentic Mexican Flavor To The United States

Anheuser-Busch to Import Mexican Lager to Southwest Markets Beginning Sept. 1

PR Newswire

ST. LOUIS, Aug. 6, 2014

ST. LOUIS, Aug. 6, 2014 /PRNewswire/ --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

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 Cesar Enrique Lopez 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 festivals.

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 norteno-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

About Anheuser-Busch
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a
47.6percent 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

For more information, contact:
Nick Kelly, Anheuser-Busch

Laura Garner, Weber Shandwick

SOURCE Anheuser-Busch

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