Tecate Light


Photo: Cervecería Cuauhtémoc Moctezuma Heineken.


What: Mexican beer Tecate will be sold in 70 markets worldwide.
Why it matters: Because Heineken is building a new 7 billion peso plant in the northern state of Chihuahua, slated to start operations by the end of 2017. The plant will produce the Tecate Light, Tecate original, XX, and XX Light brands, in addition to several other beers to be exported to the United States.

Heineken announced that it will integrate Mexican beer Tecate into its international brand portfolio, expanding its reach to 70 countries. It will become the second Mexican brand to be launched globally by the Dutch company after Sol, which was the first to go international.

Dolf van den Brink, CEO and President of Heineken Mexico, highlighted Tecate’s good reception in international markets.

“Tecate is already Heineken’s second world brand by size, and as of this year will become part of our international portfolio. As of now, Tecate is already sold in 17 countries, but we are looking to position the brand in many more markets—this is a great moment for the brand,” said van den Brink.

Tecate is already Heineken’s second world brand by size, and as of this year will become part of our international portfolio.

The company recently launched Tecate in the Colombian market. However, no details regarding which new countries the brand would be positioned in during 2017 were disclosed.

The company announced at a press conference that the new Heineken plant, located in the state of Chihuahua, is already 50 percent built, and is slated to begin operations by the end of 2017. The new plant will increase Heineken’s production volume in the country by 15 percent.

“The Meoqui plant (in Chihuahua) has a capacity of 6 million hectoliters, which will expand our production capacity by 15 percent in the coming years. Mexico already represents 15 percent of the Heineken Group, and this new plant will make up 15 percent of that 15 percent,” said van den Brink.

Construction on the plant began at the end of 2015, with an investment of more than 7 billion pesos, and is part of the brewery’s plan to generate US $2 billion between 2015 and 2019 in the country, double that of the previous five years.

“It’s the largest (Heineken) plant in America and the world. We’ve never built such a large plant in any other country before and we hope to start operations by the end of this year—that was our first commitment,” said Van den Brink.

Photo: Cervecería Cuauhtémoc Moctezuma Heineken.


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

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  • Team Ignition

f360Team Ignition Pancultural Marketing LLC, a multicultural advertising agency founded in 2008, has announced that it is undertaking a major rebranding effort and has changed its name to fluent360™.Danielle Austen, Managing Partner and CEO, says the new name captures the agency’s identity as expert communicators of multicultural insights, behaviors and influence. fluent360 aims to connect brands with multicultural consumers by way of smart, culturally informed messaging that will drive popular trends and, ultimately, brand growth.While headquartered in Nashville, fluent360 will also operate out of offices in Chicago. As a full-service agency, fluent360 caters to brands targeting the US Hispanic, African-American, Asian-American and LGBT consumer segments, with a 360-degree range of services in planning, creative, account, media, experiential and production. The shop is currently the agency-of-record for all multicultural advertising duties for Nissan and Infiniti in the US.In addition to the name change, and a visual rebranding that includes a new website and logo, fluent360 has brought on new talent to lead in areas of creative, media and account planning. Dilam Mattia, formerly of Globalhue, will lead the creative team as Executive Creative Director. Jennifer Leonard, a seasoned multicultural media-executive formerly of iNspire and Dieste, will lead media. Djuana Stoakley has been named Director of Strategic Planning, Research and Insights.

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  • Tecate Light / “One Bold Night”

descarga (4)Tecate Light has released its latest chapter of its “Born Bold” campaign in the form of the short film, “One Bold Night.”  Delivered in four easy-to-watch 60-second episodes, the new films depict the iconic Tecate Light Black Eagle experiencing an epic night from gritty, basement boxing match to penthouse party, all shot from the point-of-view (POV) of a friend’s mobile phone.Tecate Light fans are invited to continue where the film left off by submitting photos of their boldest night out with friends. The best photos submitted through the brand’s Facebook and Twitter channels using #OneBoldNight will be transformed into branded social media posts, with consumers competing for the most “likes” and “shares.”  The winner will receive a bold party from Tecate Light for them and friends, which will be filmed, edited and released as the epic conclusion to the “One Bold Night” film.The effort was directed by Todd Bellanca and created with Saatchi & Saatchi NY.  The new film complements the brand’s on-going social engagement strategy to create culturally relevant content, delivered in bold new ways that resonate with their bi-cultural Hispanic audience. The effort is being pushed through the use of YouTube’s new Playlist Card platform for the debut – making Tecate Light the first Hispanic and alcohol beverage brand to use this innovative technology introduced earlier this year as an evolution to YouTube’s existing “annotations” feature.



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