MillerCoors has launched a new beverage inspired by traditional Mexican aguas frescas.
Zumbida has a fruit flavour that is characteristic of the Mexican fruit water drinks, and have been developed for consumers who want to explore new styles and flavours.
Available in select regions, Zumbida mango – the first flavour to be released – pairs a subtle sweetness and fruit flavour with a hint of carbonation and a touch of alcohol. Zumbida’s crisp, clean finish and 4.2% ABV alcohol content make it the perfect drink to bring to a number of social gatherings, MillerCoors said.
“We are excited to offer a drink inspired by such a beloved beverage that everyone can enjoy, regardless of whether or not you’re familiar with aguas frescas,” said Tristan Meline, senior marketing manager for Zumbida. “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.”
Zumbida Mango will be available in six-pack 12oz bottles at select retail locations in California and Texas, as well as in Las Vegas, Albuquerque, and Denver.
The Zumbida launch will be driven by local marketing efforts that include sampling events, out-of-home marketing in select cities, as well as digital, social media and PR support.
MillerCoors is the joint venture between Molson Coors and SABMiller.
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