Motivated by consumer demand for an easy to drink, refreshing margarita, Almazul is a ready-to-drink Mexican blue agave margarita wine cocktail.
Almazul is made with blue agave wine, real lime juice and agave nectar for a clean, crisp flavor with a smooth finish. Made in Mexico, this latest innovation from Heineken USA is gluten free and available in 12-oz. four packs at 6.9 percent ABV and 150 calories each. The brand will be tested beginning in July in Chicago and Atlanta, with the option to expand to additional core markets later in the year.
“Margaritas are the No. 1 cocktail ordered in the U.S., with over 14 percent of the $2.9 billion U.S. cocktail annual spend,” said Karla Flores, director of innovation commercialization marketing. “Almazul was created as an alternative beverage option to the current off-premise cocktail offerings that tend to be high in sugar, calories and taste artificial. Almazul brings a new take on ready-to-drink margaritas by offering an authentic taste that’s clean, crisp and smooth, made with 100 percent blue agave and real lime juice.”
The support plan for the product launch will include social and digital assets across digital OOH, Facebook, Instagram, Snapchat and Twitter. POS and merchandise for on- and off-premise channels include a tuck card, shelf wobbler, case stacker, T-shirt, bucket, education card, cooler decal and rolling floor cooler.
Heineken USA Inc., a high-end beer importer headquartered in White Plains, New York, is a subsidiary of Heineken International N.V., the world’s most international brewer. Key brands imported into the U.S. are Heineken, Heineken 0.0 – an alcohol-free innovation, the Dos Equis franchise, the Tecate franchise and AriZona SunRise Hard Seltzer.