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."

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

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

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Investigo: Finance Analyst

    £240 - £275 per day: Investigo: Support the global business through in-depth a...

    Ashdown Group: Data Manager - £Market Rate

    Negotiable: Ashdown Group: Data Manager - MySQL, Shell Scripts, Java, VB Scrip...

    Ashdown Group: Application Support Analyst - Bedfordshire/Cambs border - £32k

    £27000 - £32000 per annum: Ashdown Group: Application Support Analyst - near S...

    Recruitment Genius: Class 1 HGV Driver

    £23000 - £27000 per annum: Recruitment Genius: This successful group of compan...

    Day In a Page

    Homeless Veterans appeal: 'You look for someone who's an inspiration and try to be like them'

    Homeless Veterans appeal

    In 2010, Sgt Gary Jamieson stepped on an IED in Afghanistan and lost his legs and an arm. He reveals what, and who, helped him to make a remarkable recovery
    Could cannabis oil reverse the effects of cancer?

    Could cannabis oil reverse effects of cancer?

    As a film following six patients receiving the controversial treatment is released, Kate Hilpern uncovers a very slippery issue
    The Interview movie review: You can't see Seth Rogen and James Franco's Kim Jong Un assassination film, but you can read about it here

    The Interview movie review

    You can't see Seth Rogen and James Franco's Kim Jong Un assassination film, but you can read about it here
    Serial mania has propelled podcasts into the cultural mainstream

    How podcasts became mainstream

    People have consumed gripping armchair investigation Serial with a relish typically reserved for box-set binges
    Jesus Christ has become an unlikely pin-up for hipster marketing companies

    Jesus Christ has become an unlikely pin-up

    Kevin Lee Light, aka "Jesus", is the newest client of creative agency Mother while rival agency Anomaly has launched Sexy Jesus, depicting the Messiah in a series of Athena-style poses
    Rosetta space mission voted most important scientific breakthrough of 2014

    A memorable year for science – if not for mice

    The most important scientific breakthroughs of 2014
    Christmas cocktails to make you merry: From eggnog to Brown Betty and Rum Bumpo

    Christmas cocktails to make you merry

    Mulled wine is an essential seasonal treat. But now drinkers are rediscovering other traditional festive tipples. Angela Clutton raises a glass to Christmas cocktails
    5 best activity trackers

    Fitness technology: 5 best activity trackers

    Up the ante in your regimen and change the habits of a lifetime with this wearable tech
    Paul Scholes column: It's a little-known fact, but I have played one of the seven dwarves

    Paul Scholes column

    It's a little-known fact, but I have played one of the seven dwarves
    Fifa's travelling circus once again steals limelight from real stars

    Fifa's travelling circus once again steals limelight from real stars

    Club World Cup kicked into the long grass by the continued farce surrounding Blatter, Garcia, Russia and Qatar
    Frank Warren column: 2014 – boxing is back and winning new fans

    Frank Warren: Boxing is back and winning new fans

    2014 proves it's now one of sport's biggest hitters again
    Jeb Bush vs Hillary Clinton: The power dynamics of the two first families

    Jeb Bush vs Hillary Clinton

    Karen Tumulty explores the power dynamics of the two first families
    Stockholm is rivalling Silicon Valley with a hotbed of technology start-ups

    Stockholm is rivalling Silicon Valley

    The Swedish capital is home to two of the most popular video games in the world, as well as thousands of technology start-ups worth hundreds of millions of pounds – and it's all happened since 2009
    Did Japanese workers really get their symbols mixed up and display Santa on a crucifix?

    Crucified Santa: Urban myth refuses to die

    The story goes that Japanese store workers created a life-size effigy of a smiling "Father Kurisumasu" attached to a facsimile of Our Lord's final instrument of torture
    Jennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress

    The Boy in the Dress: On set with the stars

    Walliams' story about a boy who goes to school in a dress will be shown this Christmas