Consumer Obsessed is a series that uncovers what “consumer obsession” means to us and how it’s reflected in every part of our organization to help drive our business forward.
From cultivating insights to getting products into the hands of our consumers, this series explores our relentless pursuit to anticipate what consumers want today, tomorrow, and well into the future. Join us as we strive to elevate human connections and fulfill our mission to build brands that people love.
Building Brands That People Love
In today’s dynamic market, we stay competitive by leveraging an insights-driven, iterative approach to new product development that turns consumer preferences into products and brands that resonate. The creation of Modelo Spiked Aguas Frescas, a line of vibrant and flavorful spiked malt beverages that celebrate the bold, fruit-forward taste of authentic aguas frescas found in Mexican street markets and restaurants, embodies this commitment to consumer-led decision-making. It also reflects our dedication to building authentic relationships with our core consumers as we fulfill our mission to build brands that people love.
Authentic Inspiration
“Modelo Spiked Aguas Frescas was built on a number of key insights that led us to the idea, which then brought the vision for the liquid and packaging to life,” shared Wade Coffin, Senior Manager of Beer Innovation.
Among these insights were consumers’ interest in full-flavored offerings and a broader trend of “worldly sophistication,” or an interest in drinks inspired by different cultures.
The team explored authentic beverages in Mexico for inspiration, leading them to aguas frescas, a popular traditional Mexican beverage known for its vibrant flavors and natural ingredients. Most importantly, aguas frescas stayed true to Modelo’s Mexican heritage.
Authentic aguas frescas from a street vendor during a team visit to Mexico City
“At its core, Modelo is an authentic Mexican brand, and the way that we innovate is rooted in that heritage,” explained Swathi Rao, Director of Brand Marketing for Modelo Innovation. “As the FMB segment continues its substantial growth and consumers are increasingly seeking bold, flavorful drinks, we identified an opportunity to launch a line of traditional full-flavored aguas frescas with a spike.”
Bringing “Much, Muchness” to Modelo
During a trip to Mexico City, the Innovation, Brand, and Insights teams met with members of R&D and local flavor house partners. There they learned from a Mexican anthropologist that a key aspect of Mexican culture is about “much, muchness,” where having more flavor, more color, more texture, and more vibrancy, is valued and seen as a symbol of success.
This cultural insight about Mexican maximalism became the cornerstone for the liquid and packaging development for Modelo Spiked Aguas Frescas’ bold and vibrant flavors and bright and dynamic can designs.
“The idea of ‘much, muchness’ and Mexican maximalism is that it’s the opposite of ‘less is more’ — more is more!” shared Swathi.
Flavor sampling during the liquid development phase for Modelo Spiked Aguas Frescas
Connecting Authentically with Consumers
Staying true to its Mexican heritage, Modelo Spiked Aguas Frescas is available in popular flavor varieties - Piña, Flor de Jamaica, Pepino y Limón, and Sandía - and its smooth taste mimics the authentic experience of drinking non-carbonated aguas frescas from a Mexican marketplace.
The marketing efforts also bring the product's ties to the dynamic Mexican mercado to life. The 'In the Market for Flavor' campaign, set in a traditional Mexican mercado, vividly captures the essence of where authentic aguas frescas are served and enjoyed. “During the first campaign shoot in Mexico City, the mercado set we built was so realistic that a man attempted to shop there, mistaking it for a real market,” recalls Swathi.
Modelo Spiked Aguas Frescas ‘In The Market for Flavor’ campaign video
To connect with Hispanic consumers, the team employs a robust media and PR plan, including Spanish and English language media, and partnerships with Mexican American influencers who are giving back to the Hispanic community. Recognizing the contributions of street vendors who popularized traditional aguas frescas, Modelo, in collaboration with changemaker Jesús Morales (Juixxe) and actress Francia Raisa, surprised Salvador Gutierrez, owner of California-based Las Aguas 805, with a custom-built street cart and a $5,000 cash gift to continue growing his business and serving the local community. Another partnership with artist Alfonso Gonzalez Jr., who created a custom art piece featuring Modelo Spiked Aguas Frescas, linking his specialty in depicting handcrafted rótulo signs with the handcrafted beverage, was featured in Remezcla.
Modelo Spiked Aguas Frescas Launch Event in Los Angeles
Driving Success
Modelo Spiked Aguas Frescas is more than just a new product; it’s a testament to our consumer-first approach. Every decision, from the flavors to the packaging and marketing, was guided by insights into what today’s buyers crave, resulting in a product that not only stands out on the shelves but also deeply resonates with customers.
The product has shown great momentum since its launch in select markets, with plans to expand nationally this year. The variety pack was the number one new multipack in the beer category in Texas and California and the Piña 24oz single serve was the #1 new FMB single serve in San Francisco1. An impressive 90% of consumers who tried the product said they would purchase it again2, highlighting its appeal across both Hispanic and general market consumers.
Modelo Spiked Aguas Frescas is just one example of how our consumer-obsessed mindset allows us to understand and embrace consumer insights while unlocking tomorrow’s opportunities and creating products and brands Worth Reaching For.
Stay tuned for future products and brand spotlights and more from Consumer Obsessed.
Source:
1: Circana, Beer & FMB Category New Item Dollar Sales, FYTM ending 12-29-24, CA & TX Total US MULO+C; ‘FMB’ as defined by Circana does not include Cheladas
2: Numerator New Trier Survey, September 2024