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New malt beverage receives distinctive triple label

In July 2006, FEMSA Cerveza, Mexico City, Mexico, introduced “Soul Citric,” a flavored malt beverage (FMB) with citric extracts, through its “OXXO” convenience store chain. Following that successful launch, the product was rolled into large supermarket chains throughout Mexico in January 2007.

The low-alcohol/low-sugar beverage is being packaged in 355-mL clear flint glass bottles with metal twist-top crowns. The bottles and crowns are self-manufactured by FEMSA affiliates Sivesa and Famosa, respectively. The bottles are supplied to the brewery in Gaudalajara in pre-labeled form.

To enhance the appearance and market attractiveness of Soul Citric, FEMSA selected clear 2-mil biaxially oriented polypropylene labels supplied by Spear (www.spearsystem.com). Each bottle carries three pressure-sensitive labels:

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