Chelada Trend

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Anheuser-Busch began test-marketing its cheladas in areas of Texas and California in March, expanding to the whole of both states in June, “due to unprecedented demand,” according to Sattler. They’ve since expanded to Arizona, New Mexico, and the Chicago area, and plan to go nationwide on January 1.

But what happens after the crest? Will this be a solid niche for the big brewers, a year-round player for years to come? Or will it blossom and quickly fade like so many other promising fast sellers: dry beer, ice beer, low-carb beer, and the flavored malternatives?

Beer runs in cycles. A new idea comes along, and for a while—helped along by promotional spending—it’s all anyone can talk about. If it does well, everyone else tries to cash in with their own version. But shortly after everyone jumps in, the demand for the new product often falls. Too many beers of the same type make it painfully obvious if there’s not that much substance behind the hype.

“My little cold one” is pretty hot right now and getting hotter than a chile piquin. But brewery innovators will want to have the next new idea slotted right behind it if—or, rather, when—it cools.

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