Chicago-based Crown Imports will debut Victoria beer in Chicago next week -- the launch city for the Mexican brew's United States rollout. Described as "one of Mexico's best-kept secrets," Victoria will target both Hispanic and general market beer drinkers. Victoria, a Vienna-style lager with a copper color, has been produced in Mexico since 1865, making it the country's oldest and most traditional beer brand. Until its rollout next week in Chicago, Victoria was only available in Mexico.
Chicago was a natural choice for Victoria's U.S. introduction, according to Crown Imports prez Bill Hackett, because the city has strong ties to Mexico and a well-established beer culture. Chicago also has one of the country's largest Hispanic populations, many of whom would be familiar with the brand from their home country. The Chicago launch will be supported via a major advertising push with work from Upshot/Chicago and La Comunidad/Miami in both English and Spanish. Facebook users who become a fan of Victoria will find information about tasting events and where to buy the beer via a "Find Victoria" mobile App.