Estrella Jalisco adds Tropical Chamoy to Michelada portfolio

Estrella Jalisco is adding a fruity twist to the traditional Michelada.

New to the Los Angeles-based company’s portfolio is the Tropical Chamoy Michelada.

Containing a 3.5% ABV, the beverage contains a blend of sweet and tart pineapple flavors, as well as clamato and chamoy.

For those unaware of what chamoy is, the brand is partnering with singer and songwriter Sofia Reyes on a campaign that asks the public to submit their best definition of chamoy.

“Growing up in Monterrey, chamoy is a flavor I loved putting on candy and fruit — it sparks nostalgia and even now I enjoy it on the rim of my beers and micheladas! It shocked me to learn that it's not in the English or Spanish language dictionary,” says Sofia Reyes. “I’m excited to help Estrella Jalisco spread awareness of chamoy’s wonderful and complex flavor and I’m looking forward to seeing all the creative definitions people share!”

Currently, Estrella Jalisco’s Tropical Chamoy Michelada is available in 25-oz. cans at retailers, as well as online.

“Our Tropical Chamoy Michelada is a completely new flavor for American consumers in a ready-to-drink product, designed to evoke a modern connection to a Mexican tradition,” Jayden Kahl, the senior director for Estrella Jalisco at Anheuser Busch said. “But while people absolutely love chamoy, most don’t know how to define it. As we introduce chamoy’s unique, delicious taste to a wider audience, we’re hoping to open more palates to a Mexican staple, and give it the recognition it deserves.”