NORWALK, Conn. -- Just in time for summer, Cerveza Sol here has expanded its distribution to three new markets in Texas and two in Colorado.
Dallas, Houston and San Antonio are part of Cerveza Sol's next expansion, along with Denver and Boulder. Creative advertising and promotions will support the beer brand, which was founded in 1899 in Mexico City by German brewmaster Hans Zucherman. This expansion follows the brand's Texas debut in Austin last spring and a 1998 introduction to Southern California and Austin, Texas.
Whole Foods Market in Austin, Texas, has had the product for over a year, said David Dennis, a team member for Whole Foods. "It was also featured for Cinco de Mayo. We've had it and we're pushing it."
According to Dennis, a number of factors have contributed to the beer's success in his area. "For one it's the summer time. Also, we live in close proximity to Mexico, and this is a big market for that type of beer. Beers like Corona and Dos Equis are others that are popular within this market."
Randalls Markets in Houston, Texas, have been selling the product for a couple of months now, according to buyer Gary Owens. "It's too soon to tell if it's doing well. We're not putting the product on sale or having any promotions at the moment," said Owens. "It's too early to warrant that, so we're not doing anything as of yet."
Sol is packaged in a clear, long neck bottle highlighted by a red, white and gold paint-on label and graphics of the sun and its rays. The brand is available in six and twelve-packs of 12-ounce bottles.
Point-of-sale pieces will also support the expansion at on and off-premise accounts. Radio ads will be running until September, and television spots are scheduled to start airing this summer.