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."

Arts & Entertainment
Madonna in her music video for 'Like A Virgin'
music... and other misheard song lyrics
News
Waitrose will be bringing in more manned tills
newsOverheard in Waitrose: documenting the chatter in 'Britain's poshest supermarket'
News
Russia's President Vladimir Putin gives his annual televised question-and-answer session
peopleBizarre TV claim
News
The energy drink MosKa was banned for containing a heavy dose of the popular erectile dysfunction Levitra
news
VIDEO
News
Much of the colleges’ land is off-limits to locals in Cambridge, with tight security
educationAnd has the Cambridge I knew turned its back on me?
Sport
Australia's Dylan Tombides competes for the ball with Adal Matar of Kuwait during the AFC U-22 Championship Group C match in January
sportDylan Tombides was diagnosed with testicular cancer in 2011
Arts & Entertainment
Martin Freeman as Lester Nygaard in the TV adaptation of 'Fargo'
tv
News
Posted at the end of March, this tweeted photo was a week off the end of their Broadway shows
people
Arts & Entertainment
tvIt might all be getting a bit much, but this is still the some of the finest TV ever made, says Grace Dent
Arts & Entertainment
Comedian Lenny Henry is calling for more regulation to support ethnic actors on TV
tvActor and comedian leads campaign against 'lack of diversity' in British television
News
peopleStar to remain in hospital for up to 27 days to get over allergic reaction
Arts & Entertainment
The Honesty Policy is a group of anonymous Muslims who believe that the community needs a space to express itself without shame or judgement
music
News
Who makes you happy?
happy listSend your nominations now for the Independent on Sunday Happy List
Life & Style
life
Life & Style
fashion
Have you tried new the Independent Digital Edition iPad app?
Independent Dating
and  

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

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    NGO and Community Development in Cambodia

    Unpaid: Kaya Responsible Travel: There are many small development projects in ...

    Sports coaching volunteer jobs

    Unpaid: Kaya Responsible Travel: Kaya Responsible Travel offer a variety of sp...

    Turtle Nesting and Coral Reef Conservation in Borneo

    Unpaid: Kaya Responsible Travel: Volunteer with Kaya in Borneo and work on a p...

    Elephant research project in Namibia

    Unpaid: Kaya Responsible Travel: If you have a passion for elephants and want ...

    Day In a Page

    How I brokered a peace deal with Robert Mugabe: Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC

    How I brokered a peace deal with Robert Mugabe

    Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC
    Video of British Muslims dancing to Pharrell Williams's hit Happy attacked as 'sinful'

    British Muslims's Happy video attacked as 'sinful'

    The four-minute clip by Honesty Policy has had more than 300,000 hits on YouTube
    Church of England-raised Michael Williams describes the unexpected joys in learning about his family's Jewish faith

    Michael Williams: Do as I do, not as I pray

    Church of England-raised Williams describes the unexpected joys in learning about his family's Jewish faith
    A History of the First World War in 100 moments: A visit to the Front Line by the Prime Minister's wife

    A History of the First World War in 100 moments

    A visit to the Front Line by the Prime Minister's wife
    Comedian Jenny Collier: 'Sexism I experienced on stand-up circuit should be extinct'

    Jenny Collier: 'Sexism on stand-up circuit should be extinct'

    The comedian's appearance at a show on the eve of International Women's Day was cancelled because they had "too many women" on the bill
    Cannes Film Festival: Ken Loach and Mike Leigh to fight it out for the Palme d'Or

    Cannes Film Festival

    Ken Loach and Mike Leigh to fight it out for the Palme d'Or
    The concept album makes surprise top ten return with neolithic opus from Jethro Tull's Ian Anderson

    The concept album makes surprise top ten return

    Neolithic opus from Jethro Tull's Ian Anderson is unexpected success
    Lichen is the surprise new ingredient on fine-dining menus, thanks to our love of Scandinavian and Indian cuisines

    Lichen is surprise new ingredient on fine-dining menus

    Emily Jupp discovers how it can give a unique, smoky flavour to our cooking
    10 best baking books

    10 best baking books

    Planning a spot of baking this bank holiday weekend? From old favourites to new releases, here’s ten cookbooks for you
    Jury still out on Manchester City boss Manuel Pellegrini

    Jury still out on Pellegrini

    Draw with Sunderland raises questions over Manchester City manager's ability to motivate and unify his players
    Ben Stokes: 'Punching lockers isn't way forward'

    Ben Stokes: 'Punching lockers isn't way forward'

    The all-rounder has been hailed as future star after Ashes debut but incident in Caribbean added to doubts about discipline. Jon Culley meets a man looking to control his emotions
    Mark Johnston: First £1 million jackpot spurs him on

    Mark Johnston: First £1 million jackpot spurs him on

    The most prize money ever at an All-Weather race day is up for grabs at Lingfield on Friday, and the record-breaking trainer tells Jon Freeman how times have changed
    Ricky Gervais: 'People are waiting for me to fail. If you think it's awful, then just don't watch it'

    Ricky Gervais: 'People are waiting for me to fail'

    As the second series of his divisive sitcom 'Derek' hits screens, the comedian tells James Rampton why he'll never bow to the critics who habitually circle his work
    Mad Men series 7, TV review: The suits are still sharp, but Don Draper has lost his edge

    Mad Men returns for a final fling

    The suits are still sharp, but Don Draper has lost his edge
    Google finds a lift into space will never get off the ground as there is no material strong enough for a cable from Earth into orbit

    Google finds a lift into space will never get off the ground

    Technology giant’s scientists say there is no material strong enough for a cable from Earth into orbit