Consumer / Beverage / Experiential
Estrella Jalisco
Omni-channel U.S. launch rooted in cultural authenticity — Southern California first, then national expansion.
SoCal
Launch market
National
Expansion path
Omni
Channel activation
Culture-first
Positioning
The challenge
Estrella Jalisco, a historic Mexican pilsner from Guadalajara, launched in the U.S. via Anheuser-Busch to compete in the Mexican import category dominated by Corona, Modelo, and Dos Equis.
The approach
The campaign focused on a Southern California launch with cultural authenticity, then expansion into national markets through omni-channel activation.
The outcome
A launch platform built for cultural relevance and category competition — not generic CPG playbooks.
