• The Star Staff

Medalla Light expands distribution to Maryland, Virginia, DC

By John McPhaul


Medalla Light beer widened distribution into Washing- ton, D.C., Virginia and Maryland on Thursday as part of the third phase of expansion of the renowned Puerto Rican brand in the mainland United States, announced Jorge Bracero, chief marketing officer of Cervecera de Puerto Rico.

Earlier this month, the company announced the arrival of Medalla Light in New Jersey and Pennsylvania. Including the first mainland U.S. markets in which distribution began, Florida and Connecticut, there are now seven states in which beer lovers enjoy the Puerto Rican light beer, which has earned important international distinctions.

“It never ceases to surprise us, the great acceptance that our brand continues to have in the eastern-central region of the United States, which should be a source of pride, not only for our company, but for all of Puerto Rico,” Bracero said. “The can of Medalla Light carries its logo, but in an emblematic way it carries our flag. That, without a doubt, has been part of the success.”

Medalla Light will be available in nearly 300 establishments in the coming weeks, in packages of six and 12 cans, as well as packages of six and boxes of 24 bottles. Responsibility for its distribution in Maryland, Virginia and the District of Columbia was delegated to EMD Sales, a company owned by Puerto Rican Elda Devarie, one of the fastest-growing international food distributors in the market, with a portfolio that includes dry products, frozen and refrigerated foods as well as its own private label products.

Bracero estimated that in the areas where Medalla Light will be distributed, about 170,000 Puerto Ricans reside. “This is undoubtedly a great advantage, but we do not rely on that fact, but on the excellence of our product,” he said. “We want to delight our own, but also win over new consumers.” In Puerto Rico, Medalla Light is the number one beer in sales with a 30 percent market share -- leadership that has served as a spearhead for its foray into the North American market.

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