MIXING IT UP
Beer is off to a cocktail party, offering retailers more options to
increase sales of the popular adult beverage.
“Beer is becoming increasingly popular as a key ingredient in
cocktails,” says George Wagner, president of American Beverage
Marketers, the New Albany, Ind.-based manufacturer of the Master
of Mixes line of cocktail mixers.
This spring, American Beverage Marketers is launching Master
of Mixes Michelada Mix, a one-step addition to beer to make
a Michelada. “Michelada is becoming very on-trend and popular,” Wagner says. “Michelada is kind of a cousin to Bloody Mary.
Whereas Bloody Mary is tomato juice with a little bit of citrus and
spice and you typically add vodka, Michelada is almost equal parts
tomato and citrus with spices and it is mixed with beer, typically
two to three parts beer to one part mix.”
Michelada has been popular in Mexico for generations and is
“We’re the first company that is nationally rolling out Michelada
becoming more popular in the States, Wagner says.
panies with limited regional distribution,” Wagner says. “It is ideally
Packaged in 1-liter bottles, Master of Mixes Michelada Mix can be
merchandised with typical Mexican beers, like Corona, and also with
cross-merchandised in the beer set, Wagner says.
milder beers, and would be great to promote for Cinco de Mayo
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