78.8 F
Saturday, September 18, 2021

Merida’s own Montejo beer finally sold north of the border

Latest headlines

Guns N’ Roses cancels Mérida concert, vows to return in 2022

Guns N' Roses won't be in Mérida in 2021 after all. Los Angeles rockers Guns N' Roses...

Cholul — The small pueblo named after water wood in Northern Mérida

Although it has largely grown in popularity for newcomers, Cholul still retains its town designation as well as most of its traditions and customs.

Yucatán loosens curfew and eases limits on restaurant hours

Yucatán is easing its pandemic curfew, allowing drivers on the road at night between Sunday and Wednesday.

The best breakfasts in Yucatán

Breakfast time in Yucatán is full of delicious options, from the spicy to the sweet and savory.
Yucatán Magazine
Sign up to get our top headlines delivered to your inbox twice a week.

Source: Anhueser-Busch
Source: Anhueser-Busch

Montejo beer, a brand with origins in Merida and named for the conquistador who founded the city, is heading north of the border.

In September, Montejo will appear at bars, restaurants and at grocery and convenience stores across the southwest United States. This is the first import from Mexico to the United States by Anheuser-Busch, which now owns the brand and brews it in Oaxaca.

“Mexican beers account for nearly 60 percent of imports, and we are responding to consumer demand for an authentic and distinctly Mexican lager,” said Ryan Garcia, Anheuser-Busch vice president of regional marketing.

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 encounter one of Mexico City’s most iconic images – classic VW Beetle “vocho” taxicabs – delivering Montejo samples at various local events and festivals.

In Los Angeles, Montejo will sponsor the Grammy-winning Los Tigres del Norte – a norteño-style ensemble band based in California, which will be honored with a star on the Hollywood Walk of Fame. Then, Montejo will be the exclusive beer sponsor of their VIP after-party.

Montejo beer got favorable marks by travel writer Tim Leffel, who compared a wide range of beers from Mexico. “Named after the Spaniard who conquered the Yucatan and left a trail of blood in his wake,” he wrote. “Less dramatic than its name would suggest, but a nice change of pace.”

First introduced in 1960, to celebrate the 60th anniversary of its then-Yucatecan brewery, the light Pisner-type beer was on the Top 5 Mexican beers by Mexicali Fresh Mex Grill. It was bought by Grupo Modelo, Mexico’s largest brewery, in 1979.

Source: CervezaMontejo.comTransitions Abroad

- Advertisement -
- Advertisement -

More articles

Mexico will vaccinate one million children at severe risk of COVID-19

There is an important limitation since the only vaccine authorized for emergency use in children under 18 is Pfizer’s.

Shorebirds in the Yucatán: endangered travelers

18% of the total bird population in Yucatán is in danger of extinction as a result of habitat loss, the introduction of invasive and predatory species, overfishing, and the climate crisis.

Casa Limonero — This classic Mérida home is now a modernized short-term rental in Santiago

“Casa Limonero just has such an authentic Mérida feeling,” says Trevor. “It’s modern enough to feel new and welcoming, but colonial enough to make you feel like you’re in Yucatán.”

Rare ancient Mayan vessel discovered in the path of the Tren Maya

The piece is engraved with a hieroglyphic text, whose type dates from the end of the Early Classic to the Late Classic period (600 and 800 A.D.), attributed to the Oxkintok area.

Here’s how to plant a tree in Mérida

For trees to grow healthy and not pose a danger to properties or citizens, one must consider Mérida’s infrastructure.

The grand ancient city of Becán — a microcosm of Maya history

Because of Becán’s longevity, in its history, we can see evidence of a microcosm of Mayan chronology packed into a single site.

Controversy over new Reforma sculpture: The head of an Olmec woman will be designed by a man

The new sculpture will be named Tlali, which means Earth in Nahuatl, and it will be created by sculptor Pedro Reyes. 

Yucatán COVID infections rise for the 5th consecutive week

Photo: Courtesy Daily coronavirus infections jumped 6.4% since the beginning of August, Yucatán health ministry data shows.

Obscurities: We found 5 of Mérida’s hidden treasures

Luca's patio is great for brunch. Photo: Maggie Cale I love finding new little spots to eat, shop,...

After 9/11, a New York diaspora in Mexico

Nearly 20 years after the attack, I am far away from the 9/11 Memorial & Museum, seen here just yesterday. Photo:...