Micheladas, or beer cocktails, are Mexican specialties that can be customized to suit individual tastes, preferences, and moods. Estrella beer is ideal for micheladas as it is light, easy to drink, and adapts seamlessly to a wide range of flavors.
In 2019, we established Estrella as the perfect beer for micheladas, whether consumers were making their own at home or choosing from our signature Michelada cans. After reinforcing this positioning throughout the year, we used National Michelada Day to launch a personalized, commerce-driven campaign.
Every hour, followers voted on ingredient combinations through our social channels. We partnered with a respected local mixologist who created a new michelada using the selected ingredients at the start of the following hour. Viewers could swipe up to automatically add the ingredients to their cart and receive them within the hour.
Audiences returned every two hours to watch new recipes unfold, driving repeat engagement, and resulting in a 150% increase in brand sales. The success of this initiative led to a follow-up campaign during Day of the Dead.
The following Michelada recipes were created specifically for our Day of the Dead campaign.
