CALIDAD BEER

Pairs Well With Lime. Pairs Better With Friends.

 

LOS ANGELES, CA – Launching August 2018. Calidad is a lifestyle beer brand that capitalizes on the surging growth of the Mexican beer category and consumers’ desire to reconnect emotionally with basic, everyday beverages. The trend towards heavy-bodied and hop-heavy craft beers has faded – Americans find themselves at ease with light, drinkable lagers that hearken a sense of both nostalgia and escape. Brewed locally in Santa Barbara, Calidad is as familiar and refreshing as your favorite Mexican Cerveza but crafted with higher quality, California-sourced ingredients. 

 

Calidad is the creation of Josh Zad, Founder & CEO of Alfred Inc, the parent company of cult-favorite LA hangouts Alfred Coffee and Alfred Tea. With a proven track record for elevating common, everyday beverages like coffee and tea into powerhouse lifestyle brands, Zad is now looking to do the same with beer. He approaches Calidad with unparalleled attention to design, brand storytelling, and consumer experience.

 

Casa de Calidad – a converted 1920s Santa Barbara-inspired hacienda in the heart of West Hollywood – serves as an office, event space, and marketing hub. The space boasts half-round archways, a vintage pool table in Calidad’s signature “Acapulco Gold” felt, and a melted brick fireplace; all accented by a sea of hand-dyed rugs and hanging succulents. Casa de Calidad isn’t just a home: it’s a vibe. Representing the attitude of the brand, Casa de Calidad will eventually “hit the road” and evolve into a traveling experience to cultivate new and unique consumer interactions. Backed by a strong digital marketing presence (IG: @calidad), heavy grassroots events schedule and strategic collaborations, Caridad will  the go-to Mexican-style become Cerveza. 

 

Calidad will simultaneously launch on-premise (bars, restaurants) and off-premise (grocery, liquor stores) accounts with just a single SKU – a 12-oz can be designed by cutting-edge Austin-based design house, Land Boys. The can will be packaged and distributed in both a 6-pack and 15-pack, the latter aptly dubbed “The Quince.” For on-premise accounts, the beer will also be offered in kegs. Calidadplans to eventually diversify its offerings by launching new beer SKUs, other Mexican spirits, and expanding into the broader Mexican food and lifestyle space – all the while never losing its emphasis on one obsession: Quality.