MADRINA’S MULTICULTURAL BRANDS ROLLS OUT NEW PRODUCT LINE AND WEBSITE
Madrina’s is helping shape the multicultural new age beverage category
ST. LOUIS, MO (September 15, 2011) - Inspired by traditional and popular Latin American flavors, Madrina’s Multicultural Brands (MMCB) is innovating and shaping the Multicultural New Age Beverage category through its expanded line of distinctive drinks that celebrate the rich diversity seen and lived in today’s America along with the launch of a new website, fully integrated with the social media platforms where most of today’s consumers socialize.
Joining Madrina’s Horchata, a cinnamon infused rice water drink and Madrina’s original beverage, are two additional flavors for consumers to savor and enjoy: Madrina’s Café con Leche and Madrina’s Mango. For coffee lovers, Madrina’s introduces the first product in its Café line, Madrina’s Café con Leche.This combination of coffee and milk is a robust caffeinated drink with a light, smooth finish served chilled to perfection. Just as sweet and delicious as a handpicked mango, Madrina’s Mango is the perfect complement to a lunch, dinner or happy hour.
Madrina’s products are specifically targeted towards 18-34 year-old Hispanic Americans known as New Generation Latinos (NGLs) and general market consumers interested in multicultural products. NGLs are a group of Hispanic Americans whom frequently blend their Latino mainstream American values with popular urban culture. NGLs create new and unique expressions to form a different kind of lifestyle.
“Madrina’s products are as much American as they are Hispanic,” said Paul Corona, Madrina’s Brand Strategist. “Our popular recipes and flavors are a celebration of contemporary multicultural America.”
All Madrina’s products are available in shelf stable 15 oz. cans at independent grocery stores, select chain grocers and convenience stores in Chicago, Omaha, Milwaukee, Kansas City, St. Louis, Little Rock, Dallas, Houston, Austin, Atlanta, and Miami for $1.49-$1.79 each. To introduce consumers to these unique new tastes, sampling has taken place throughout the summer months and continues in September, October, and November in all current markets. Additionally, Madrina’s street team has spread the word about the brand in urban hotspots like Chicago’s Millennium Park and North Avenue Beach along with appearances at community events in launch markets.
To accompany the rollout of the two additional flavors, Madrina’s website, www.madrinashorchata.com, is complete with social media integration and product information to further connect with consumers and trade partners. Taking on a youthful and urban look, the website contains specific product information as well as a quick background on Madrina’s and its community work. The website also includes a newsroom filled with easy to access links to press releases, quick facts, downloadable images and much more. In the near future, consumers will be able to visit the site and enroll for a chance to win free products and other great prizes.
“We wanted to create distinctive beverages that would complement our young, urban consumer and his or her lifestyle,” said Rich A. Davis, J.D., President and Founder of Madrina’s Multicultural Brands. “At the same time, we wanted to bring to life the fun and unique flavors that more accurately reflect our present society.”
Fusing the New Age category born a generation ago with multiculturalism, Madrina’s is helping shape the Multicultural New Age Beverage Category as well as providing alternatives to carbonated soft drinks to children of the 80s and 90s. Multicultural New Age Beverages are driven by the changing cultural landscape of America and its influences on the beverage industry. As a leader in the category, Madrina’s is connecting consumers with beverages that reflect and celebrate the changing culture.
About Madrina’s Multicultural Brands
Madrina’s Horchata, Café con Leche, and Mango are products of Madrina’s Multicultural Brands (MMCB), a subsidiary of Citrus Springs Beverage Solutions, a firm based in St. Louis, Missouri. Launched in 2011, MMCB is helping shape a new category: Multicultural New Age Beverages, which are traditional Hispanic products brought to market with modern packaging, modern branding, and with a modern message. The company and the category were founded by Rich A. Davis, J.D. MMCB products are not just Hispanic; but Hispanic-American; celebrating the past while embracing the trends of today and the future. To learn more about MMCB, visit www.madrinashorchata.com.
Contact:
Becky Lopez
PACO Communications
becky@sayhitopaco.com
312.226.7830
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