Mexican companies pushing spicy beer mixes in US mkt.AP--Now that Americans have become accustomed to sticking lime wedges in their beers, Mexican companies This is a List of Mexican companies:
Brewers, distributors and a company peddling a pre-made mix are trying to cash in on the michelada--beer served with lime juice, assorted sweet-and-sour spices, chile pepper, ice and a salted rim--which has been a best seller south of the border for decades.
"The michelada isn't new for Mexico, but in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. it's something special, something they only began to try recently and they like," said Santiago Clariond, owner of Compania Alimenticia del Norte Del Norte can refer to multiple things:
"More people are getting to know the michelada every day," he said.
The trend has gained steam as American tourists tasted the drink on trips to Mexico, then looked for something similar back home. Visitors to Mexican travel Internet bulletin boards have referred to micheladas as "beer lemonade."
Clariond's company began selling the mix in Mexico in 1999 and now exports it to the United States, Costa Rica Costa Rica (kŏs`tə rē`kə), officially Republic of Costa Rica, republic (2005 est. pop. 4,016,000), 19,575 sq mi (50,700 sq km), Central America. and Guatemala.
Tufic Salem, an analyst who tracks the beverage market for Credit Suisse First Boston Credit Suisse First Boston was originally the trading name of the Financière Crédit Suisse-First Boston, a London-based 50-50 investment banking joint venture formed in 1978 between the First Boston Corporation and Credit Suisse. in Mexico City Mexico City
Spanish Ciudad de México
City (pop., 2000: city, 8,605,239; 2003 metro. area est., 18,660,000), capital of Mexico. Located at an elevation of 7,350 ft (2,240 m), it is officially coterminous with the Federal District, which occupies 571 sq mi , said micheladas have yet to catch on throughout the United States. Still, some companies are hoping they can help it become more popular.
Barton Beers Ltd. has launched michelada promotions with U.S. chains, including Marriott International Marriott International, Inc. (NYSE: MAR) is a worldwide operator and franchisor of a range of value and luxury hotels and related lodging facilities. Marriott currently has 2,300 accommodation properties in North America alone. Inc. hotels and El Torito The format developed by Phoenix Technologies and IBM that has become the standard for creating bootable CD-ROMs on the Intel platform. El Torito provides only the format. In order to make a CD-ROM bootable, the correct boot images must be placed on the disc, and the target computer must Mexican restaurant chain.
"Like enjoying a lime with a Corona, we let the consumer determine what they prefer," said Bill Ligas, a Barton spokesman. "However, we see this as a unique opportunity to expand the use of beer as an alternative beverage to a wider audience."
Salem agreed, saying: "This will certainly help Mexican beer companies. If you are going to make micheladas, you are going to use Mexican brands and that's good for their sales."
Restaurants and beer distributors stand to profit, too, said Tad Wilkes, who wrote an article about micheladas for Salud Y Buen Provecho, a supplement of Nightclub & Bar Magazine. "More than ever, you're seeing chain restaurants and others that provide beverage menus full of signature drinks," said Wilkes, associate editor of Oxford Publishing, in Oxford, MS. "It could be an opportunity for beers to tap into that, putting a michelada next to an apple martini."
Many in Mexico say they won't drink beer any other way. "It gives it more flavor," said Jose Alvear, a 33-year-old doctor who was sipping a michelada over lunch. "It's regular beer, but with more personality."
No one knows for sure where the michelada (mee-cha-LAH-dah) was invented, though bar owners all over Mexico claim they devised the recipe.
What goes in a michelada also depends on who you talk to. All include lime juice and salt, but recipes may call for adding Worcestershire sauce, liquid seasoning and soy sauce. Sold in 8.38-ounce (250-gram) plastic bottles, usually in the grocery store's beer aisle, "MicheMix" features salt, lime juice and spices. The "picante pi·can·te
1. Prepared in such a way as to be spicy.
2. Having a sauce typically containing tomatoes, onions, peppers, and vinegar. " variety is spicy, while a basic mixture offers simply salt and lime.