Pacifico Beer introduces new packaging, ad campaign

CHICAGO Pacifico Beer, an authentic beer imported from Mexico, is adding a new package with the introduction of the Pacifico 7-ounce bottle.

The new packages are launching in early April in primarily West Coast markets. Launch markets include California, Nevada, Oregon, Idaho, Washington, Texas and Louisiana.

This line extension is in response to Pacifico's performance over the past several years and the popularity of the 7 -ounce package for Crown Imports, Pacifico's exclusive U.S. importer.

The new SKU is positioned to further Pacifico's efforts to increase trial among consumers via new opportunities and occasions, the company said.

The Pacifico 7-ounce provides retailers with an opportunity to trade up domestic 24-pack consumers and current Pacifico 12-pack consumers, increase sales and garner additional shelf space for the Crown portfolio.

"The Pacifico 7-ounce is new to the market and we expect it to generate significant attention and sales opportunities for our wholesaler and retailer partners," said Bruce Jacobson, EVP of national sales for Crown Imports. "The easy portability of the Pacifico 7-ounce bottle makes either the 6-pack or case an ideal choice for consumers who lead an active lifestyle to take the beach, the park or anywhere outside."

The new Pacifico 7-ounce package rollout will be supported with an array of point-of-sale materials. Pacifico will also run a series of new advertisements focusing on the 7 -ounce in alternative weekly publications, including LA Weekly, OC Weekly and the San Diego Reader.