WHITE PLAINS, N.Y. -- Tecate is leveraging its authenticity and Mexican heritage to launch Tecate Michelada, a ready-to-drink mix that follows the traditional michelada recipe. The product will be available at retail throughout the Western and Central regions of the United States in 16-ounce single-serve cans beginning in September.
"Beer mixes are growing in popularity among Mexican consumers in the U.S. and have shown sustainable growth over the past three years," said Felix Palau, vice president of marketing for Tecate. "This new product line is perfect for consumers that feel like having a beer that has a little something extra and is ready to be enjoyed on the spot."
Tecate Michelada follows the same traditional brewing process of Tecate to the master brewer's exact specifications. The beer is then carefully blended with the refreshing taste of lime, spices and a hint of chili pepper to create a well-balanced, bold flavored beer mix with a deep golden color.
Tecate Michelada can be enjoyed cold, straight from the can or poured over ice, into a traditional goblet-style glass with a salted rim, the company recommends.
To ensure the taste profile stayed true to the original Mexican recipe, without losing quality and character, chefs, mixologists and restaurant managers in Mexico City and the United States--among them, Martha Ortiz (Dulce Patria), Kevin Tapia (Paxia) and Danny Rodriguez (Loteria Grill)--participated in tasting panels that ultimately helped create the authentic Tecate Michelada.
Tecate Michelada's launch will be supported through out-of-home advertising, as well as in-store promotions including point-of-sale (PO) signage. Additionally, Tecate Michelada will host a series of consumer engagement events in key markets throughout September and October.
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV, Amsterdam. Brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.