Designed to capitalize on the fast-growing popularity of Mexican beers, consider its points of distinctiveness (in addition to being imported):
- Ingredients: Infused with flavor from the blue agave plant, the source of tequila.
- Process: Blended with beer aged with wood from tequila barrel staves.
- Imagery: White skull label iconography, capturing a Día de Muertos/Day of the Dead vibe.
- Name: "Oculto" sounds both mysterious and mildly threatening.
- Schtick: The "eyes" on the skull glow green when the beer is cold.
Miller Fortune, on the same criteria.
but where was the distinctiveness?
- Ingredients: None featured.
- Process: Though no specifics were provided, it was called "undistilled." (But then, no beer is ever distilled.)
- Imagery: Blackness (like Budweiser Black Crown, among others.)
- Name: Possibly a veiled booze reference to Fortune Brands which owns Jim Beam.
- Schtick: Recommended serving the beer in a "rocks glass" as you would straight liquor.
Will Oculto do better?
Let's just say there's a distinct chance it will.