Miami-based Katrina Brewing Co. has launched what it says is the first craft non-alcohol Mexican beer in the United States, in a move timed with this week’s Día de los Muertos festivities.
Cans of Katrina Brewing’s Mexican Lager and lime- and sea-salt-infused Chelada varieties—crafted in Mexico and available for pre-order online—bear the image of La Catrina, the icon of the annual Day of the Dead holiday.
“While the Day of the Dead originated in Mexico, it’s now celebrated all over Latin America and even the United States,” Diana Cruz, who co-founded Katrina Brewing with her husband Gofredy Salazar, said in a news release.
“Katrina, for us, is a way of symbolizing tradition, family, friends, celebration and culture.”
Meanwhile, Modelo resurrected its previous relationship with the Mexican-American tattoo artist known as Mister Cartoon for a Día de los Muertoscampaign titled “Raise One In Their Honor.”
Those who celebrate Día de los Muertos typically create colorful home altars, or ofrendas, filled with marigolds, decorative skulls, and candles.
People who shared their altar on a mobile-only microsite were entered to win a tattoo in the image of their deceased loved one, created in a two-hour session with Mister Cartoon.
“Art is a core component of Dia de los Muertos and Modelo really wanted to highlight that aspect during this campaign,” Modelo vice president of brand marketing Greg Gallagher tells Marketing Daily.
“We started our search for the best partner, and it quickly became a no-brainer to partner again with Mister Cartoon.”