Constellation Brands has extended the Modelo beer franchise in the US with the launch of the brand’s first non-alcoholic offering.
Modelo Chelada Limón y Sal Non-Alcoholic is rolling out to the brand’s leading markets in the country, including California, Florida, Illinois, New York and Texas, from this week. The chelada has “less than 0.5%” ABV per 12oz (35.5cl) can and is being sold in six-packs, priced in line with Corona Non-Alcoholic.
The new SKU adapts the Limón y Sal variant from Modelo’s ready-to-drink chelada range. Constellation Brands holds the rights to brew and sell the Modelo and Corona brands under licence in the US, with AB InBev owning the pair globally.
“Limón y Sal has been the fan favourite in our ready-to-drink chelada line-up for six years running, so it was the obvious pick for our first non‑alcoholic release,” said Modelo’s VP of brand marketing at Constellation, Logan Jensen. “It brings moderation and flavour together, with the authentic sabor that defines the Modelo Chelada product line.”
In April, AB InBev announced plans to invest US$3.6bn in Mexico through its Grupo Modelo business unit in the country.
