Heineken USA, which imports Mexican beer Tecate for U.S. Distribution, is placing its bets on the  newly-launched Adrenalina agency to handle its U.S. advertising efforts as the company’s new agency of record. Tecate’s former AOR was Grupo Gallegos.

MediaVest, part of the Publicis Groupe, will continue to manage media buying and planning for Tecate and the broader Heineken USA-FEMSA cerveza portfolio in the United States.

Adrenalina is made up of Paco Olavarrieta, Manuel Wernicky and José Arandia. They will be tasked with shaping Tecate’s U.S. creative and integrating it with the companiy’s existing approach, which incorporates soccer and boxing.

Tecate currently sponsors Golden Boy promotions, and sponsored 6 boxing matches this year, including the record-breaking Oscar de la Hoya fight. Tecate is also the title sponsor for the weekly boxing program “Solo Boxeo,” which airs on the Telefutura network.

According to company spokesperson Maria Amor, advertising will focus primarily on broadcast, although there will be some online advertising for Tecate Light. “Tecate Light’s upcoming online initiatives are due to the consumer profile for that brand, which is the 2nd generation Mexican American,” says Amor.

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