In 1969 Walter Chell was commissioned by the proprietors of Marco's restaurant to come up with a new drink to celebrate their grand opening in Calgary, Alberta, Canada. The Bloody Caesar Cocktail contributed to the success of Clamato.
When it was created in 1969, Clamato wasn't just a new beverage. This spicy drink created an entirely new category in blended juices – "seafood blends." Clamato was created in California by the Duffy Mott Company, and was acquired by Cadbury Beverages in 1982 as part of the purchase of Duffy Mott.
One factor contributing to the success of Clamato was the creation of the Bloody Caesar Cocktail in 1969. Walter Chell was commissioned by the proprietors of Marco's restaurant to come up with a new drink to celebrate their grand opening in Calgary, Alberta, Canada. After three months of exploring different recipes, Chell discovered a spicy drink made of Clamato juice, vodka, salt, pepper, Worcestershire sauce and a dash of oregano.
In the U.S., Clamato is often mixed with beer to create the aptly named "Red Beer." This drink is especially popular among Hispanics, who are Clamato's primary consumers. In early 2008, Budweiser nationally launched Budweiser Chelada and Bud Light Chelada – blends of Clamato and Budweiser or Bud Light.
Clamato is the undisputed market leader in the seafood blend category. Today, this category leader is a brand in the portfolio of Plano, Texas-based Dr Pepper Snapple Group, an integrated refreshment beverage business marketing more than 50 beverage brands throughout North America.