E-Malt.com News article: USA: Cervecera de Puerto Rico’s Medalla Light now available in Florida

Medalla Light, Puerto Rico's top-selling light beer, is now available in bars and retail locations across Florida for the first time, Market Watch reported on June, 20.

Cervecera de Puerto Rico, the award-winning beverage's manufacturer, finalized distribution arrangements with Launch Beverage Companies, LBC, and Floridians and tourists can officially begin looking for the new taste this summer.

"This is an exciting time to bring our product to Florida," said Cervecera President and CEO Camalia Valdes. "Not only is there a growing demand for Hispanic flavors across the country, but life in Florida embodies the spirit of celebration and relaxation that has become associated with Medalla Light."

To ensure the success of the launch, Cervecera de Puerto Rico has committed more than $100 mln to the infrastructure, packaging, design, promotion and launch of the nation's flagship brand. The Company plans to invest an additional $3 mln during the first 12 months of the exportation phase, with the goal of selling 175,000 cases through a variety of retailers including local restaurants, bars, liquor stores, and popular chains such as Publix Super Markets, Inc., Walmart, ABC Liquors, Walgreens, Sedano's Supermarkets, and Sam's Club.

Cervecera de Puerto Rico has contracted with The Bravo Group, a leading full-service, integrated Multi-cultural marketing communications network that has worked for consumer brands including AT&T, Wendy's and Wrigley; and leading global public relations and communications firm Burson-Marsteller.

The product has been available in limited release since April throughout Central and South Florida which account for 66% of beer sales in the state, and will be distributed broadly for the first time statewide this summer. Sales efforts are concentrated in Florida for the first 12 months, with the goal of expanding distribution throughout the United States in the future.

Medalla Light is available in 12-ounce bottle six packs and 12 packs.

Cervecera de Puerto Rico is a family-owned business founded in 1937. The company also owns and distributes Malta India, a non-alcoholic soft drink that has been growing in popularity throughout the United States over the past several years.


22 June, 2012