Craft Brew Alliance, Inc. announced the launch of La Rubia Blonde Ale in New York and Connecticut. The expansion builds on La Rubia’s robust double-digit growth to date and will be focused on connecting the beer’s easy-drinking style and authentic brand story rooted in family with Hispanic consumers in key markets. Created by father and son duo Luis Brignoni and Luis ‘Pops’ Brignoni, Sr., who are both originally from Puerto Rico, La Rubia quickly gained popularity as the perfect beer for gatherings with friends and family. Over the past several years, La Rubia has grown in popularity across South Florida, where it now ranks in the top 10 of all craft beers. As more and more Latinx fans began connecting with La Rubia’s distinctive flavor and story, CBA saw an opportunity to expand its footprint into new neighborhoods in New York and Connecticut, including Washington Heights, Queens, El Barrio, Bronx, Hartford and New Haven. Created by Latinos for Latinos, La Rubia, which translates to “the blonde one,” is a light-colored ale with a refreshing but distinctive flavor profile. The beer is easy-drinking like a lager or a pilsner and offers a well-balanced, slightly sweet, crisp flavor with a mild floral hop aroma. The La Rubia launch strategy into new markets will include packaging, point-of-sale collateral, in-store sampling opportunities, tasting events, out-of-home advertising, media relations outreach and social media engagement, all rolling out this fall.