The global march of the 'Mexipops' continues

 

Let's call them "Mexipops": Mexican-style light lagers, served in clear glass bottles with a slice of lime.

Last week, Anheuser-Busch InBev, the world's biggest brewer, coughed up $20bn to buy the remaining half of Mexican firm Grupo Modelo, which brews Modelo and Corona Extra, the best-selling Mexican beer in the US. Despite a slump in UK beer sales last year, Corona added 11 per cent to its value on this side of the Atlantic, too.

Other big brewers seem to have spotted a trend. In January, Heineken acquired the UK rights to market, sell and distribute Desperados, a tequila-flavoured lager originally from Spain, and now brewed in France. The Spanish beer brand San Miguel has launched San Miguel Fresca, which it describes as "a refreshing, crisp sunshine lager, best served chilled with a wedge of lime". And Carling has gone one step further, pre-infusing its limited-edition "summer lager", Carling Zest, "with a hint of natural citrus".

Sol, the original imported Mexican beer, was introduced to the UK in 1986. Corona first arrived from Central America in 1995, but began advertising on a grand scale only as recently as 2008.

Beer expert Melissa Cole, a blogger and author of Let Me Tell You About Beer, is baffled by its new slew of imitators. "I think they're seeing a decline in beer sales, and are trying to capture people who don't drink lager," she says. "But these [Mexipops] won't attract people into the beer-drinking category, because they taste so far away from what good beer is. It's cider-over-ice territory, alcopops. It might capture a market for a couple of years, but it won't last."

Meanwhile, legend surrounds the lime in a Mexipop's bottleneck: Mexicans supposedly stuck the wedge there to prevent flies landing in their drink; the rest of us then decided it would taste nice if we pushed it down into the beer.

But the truth, Cole explains, is a lot less romantic: "If beer is served in clear bottles, the sunlight instantly destroys any aroma hop. It's called 'light-strike'. It produces a compound that smells like a damp dog, or wet cardboard. Only about a third to a half of the population can actually discern it, but sticking a piece of aromatic, zesty lime in the top covers it up. It's a marketing ploy to disguise the fact that the beer is in an inappropriate container."

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Guru Careers: Marketing Executive / Digital Marketing Executive

    COMPETITIVE: Guru Careers: A Marketing / Digital Marketing Executive (CRM, Eve...

    Recruitment Genius: Receptionist / Sales / Customer Service Assistant

    £8 per hour: Recruitment Genius: The role is likely to be 4on 4 off, days and ...

    Ashdown Group: Print Designer - High Wycombe - Permanent £28K

    £25000 - £28000 per annum + 24 days holiday, bonus, etc.: Ashdown Group: Print...

    Recruitment Genius: Business Travel Consultant

    £20000 - £26000 per annum: Recruitment Genius: With offices in London, Manches...

    Day In a Page

    Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

    Cameron lowered the flag for the dead king of Saudi Arabia...

    But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Humanity must be at the heart of politics, says Jeremy Corbyn
    Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

    Joe Biden's 'tease tour'

    Could the US Vice-President be testing the water for a presidential run?
    Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

    Britain's 24-hour culture

    With the 'leisured society' a distant dream we're working longer and less regular hours than ever
    Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

    The addictive nature of Diplomacy

    Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
    Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

    Fashion: Ooh, Lady Chatterley!

    Take inspiration from DH Lawrence's racy tome with equally racy underwear
    8 best children's clocks

    Tick-tock: 8 best children's clocks

    Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
    Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

    Charlie Austin: ‘If the move is not right, I’m not going’

    After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
    Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

    How Isis profits from destruction of antiquities

    Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
    Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

    'If we lose touch we’ll end up with two decades of the Tories'

    In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea
    Tunisia fears its Arab Spring could be reversed as the new regime becomes as intolerant of dissent as its predecessor

    The Arab Spring reversed

    Tunisian protesters fear that a new law will whitewash corrupt businessmen and officials, but they are finding that the new regime is becoming as intolerant of dissent as its predecessor
    King Arthur: Legendary figure was real and lived most of his life in Strathclyde, academic claims

    Academic claims King Arthur was real - and reveals where he lived

    Dr Andrew Breeze says the legendary figure did exist – but was a general, not a king
    Who is Oliver Bonas and how has he captured middle-class hearts?

    Who is Oliver Bonas?

    It's the first high-street store to pay its staff the living wage, and it saw out the recession in style
    Earth has 'lost more than half its trees' since humans first started cutting them down

    Axe-wielding Man fells half the world’s trees – leaving us just 422 each

    However, the number of trees may be eight times higher than previously thought
    60 years of Scalextric: Model cars are now stuffed with as much tech as real ones

    60 years of Scalextric

    Model cars are now stuffed with as much tech as real ones