Pacifico Beer, an authentic beer imported from Mexico, is adding a new package with the introduction of the Pacifico 7 oz. bottle in 6-pack and 4/6-pack case. The new packages are launching in early April in primarily West coast markets, where the beer was first discovered by surfers bringing it back from surf trips in Baja California, Mexico. 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 oz. package for Crown Imports, Pacifico’s exclusive U.S. importer. In 2008, Pacifico delivered positive results in a challenging environment, with Pacifico up 0.3% and +11% CAGR over the last 10 years.
This new SKU is positioned to further Pacifico’s efforts to increase trial among consumers via new opportunities and occasions. In bars, the smaller size makes it ideal for bucket specials. In grocery, drug and convenience stores, the 7 oz. complements the existing Pacifico package line-up and its on-the-go size makes it perfect for bringing to parties, cookouts and picnics.
The Pacifico 7 oz. 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 oz. 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, executive vice president of national sales for Crown Imports. “The easy portability of the Pacifico 7 oz. 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 oz. package rollout will be supported with an array of point-of-sale materials, including shelf strips, display cards and static stickers. Pacifico will also run a series of new advertisements focusing on the 7 oz. in alternative weekly publications, including LA Weekly, OC Weekly and the San Diego Reader.
To further support the launch of the Pacifico 7 oz. package and to generate local media coverage, Crown will execute a World’s “Smallest” Toast event in the seven roll out markets in April. Pacifico fans will celebrate the introduction of the new package by raising the 7 oz. bottle to toast the launch. More details to come on www.mexicoviapacifico.com