“Today Cervecera de Puerto Rico and Medalla Light embark on a mission to conquer the world,” President Camalia Valdés said.
The Mayagüez-based brewer is making its first foray into the stateside market through Florida, which is home to a large and rapidly growing Puerto Rican population that has become a “powerful economic, political, social and cultural force,” said Valdés.
The company is pumping more than $3 million into marketing Medalla in Florida over the next 12 months with the aim of selling 175,000 cases in the Sunshine State during the first year on the market. The campaign is being spearheaded by the Bravo ad agency.
Medalla reached store shelves in the Puerto Rican population hubs of Orlando and Tampa and Tuesday, and will spread across Florida by month’s end.
Cervecera de Puerto Rico revamped the Medalla logo to mark the expansion, adding the word “premium” so the packaging reads “Medalla Premium Light.”
The new look, crafted by IDGroup, is being used in the Florida market and will be rolled out in Puerto Rico this summer.
Launch Beverage Companies (LBC), which includes top executives from Anheuser-Busch, will handle distribution in Florida and has reach throughout the states.
Cervecera de Puerto Rico also brews Magna and Silver Key Light beers.