Puerto Rico’s Medalla Light beer to be sold in Florida
SAN JUAN — The chief marketing officer of Cervecera de Puerto Rico (Puerto Rico Brewery), Jorge Bracero, announced Sunday that the Medalla Light beer will be exported to Florida.
“This is something that many have waited for. That’s why for us, more than exporting, it means connecting thousands of Puerto Ricans who now live in Florida with their beloved island and the flavor of…their beer,” Bracero said.
According to Bracero, the commercial strategy is a response to the growing number of Puerto Ricans living in Florida who have expressed their request to be able to purchase Medalla in the state.
Grace Marie Valdés, president of Cervecera de Puerto Rico, said that “at the company, we are proud of this great achievement and that we can supply so many consumers in the diaspora the brewing tradition that the Valdés family started in Mayagüez 80 years ago.”
Titán Products of Puerto Rico will be in charge of the distribution.
Medallas will be available at chains such as Walmart, which will have the product available in 60 Central Florida stores; Sedano’s and Winn-Dixie; as well as at Puerto Rican establishments, such as Miguelo’s Café, Miguelo’s Ultra Lounge, Cilantrillo Restaurant and La Placita Latina Supermarket in Kissimmee. Also, the Rico Frappé, Valrico and Suveniles de Puerto Rico in Miami, El Coquí Lechonera in Jacksonville, and Pal Campo Restaurant in Orlando will carry the beer.
“Incorporating Medalla Light into our product portfolio is a great achievement for Titán Products as well as for Puerto Rico. Medalla Light is our standard bearer and our official ambassador beyond our beaches and coasts. Medalla is Puerto Rico,” said Rafael Juliá, sales & marketing director for Cervecera de Puerto Rico.
Juliá indicated that Medalla will strengthen Titán’s Florida market service, which includes such brands as Titán, La Aguadillana, Chef Piñeiro, Ciclón, Sofrito Montero, Marvel, Serranito, Indulac, Amapola and Lotus.
Bracero assured that consumers in Florida will experience the same flavor, freshness and quality of Medalla sold in Puerto Rico. However, he clarified that, in compliance with federal regulations, the product will be identified with the initials “FL” in the lower part of the can, identifying it as a product authorized to be sold in that state.
“The great opportunity we offer for Puerto Ricans is that they can enjoy a Medalla Light for a [similar] cost to the one on the island, and not of an imported beer,” explained Bracero, adding that the company is considering exporting its other beer brands.