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NEW YORK — Tecate Light is getting into the holiday spirit with a fully integrated retail program, "Eat. Sleep. Celebra. Repeat."
The beer brand's holiday promotion will include digital partnerships with Pandora and Ibotta, bold in-store displays, and point-of-sale (POS) elements. The program will run from Thanksgiving to Dia de Reyes, Jan. 6.
"The 'multicultural wave,' including Mexican-American bicultural consumers, is forecast to account for approximately 70 percent of beer category growth. Therefore, it is becoming increasingly critical for brands to connect with them and engage," said Jonathan Simpson, commercial marketing portfolio director at Heineken USA. "Tecate Light is the authentic, bold choice that uniquely mirrors the Mexican bicultural consumers' life, making it the perfect complement to their holiday celebrations with family and friends."
Consumers often decide on the beer brand they will purchase prior to going inside the store. To drive awareness of "Eat. Sleep. Celebra. Repeat." prior to shopping, Tecate Light is collaborating with digital partners including Pandora and Ibotta to deliver targeted content, product locators and cash-back rebates in order to drive consumers in-store to purchase Tecate Light.
At retail, in-store displays and POS elements will contain holiday-themed images and messaging.
"Tecate Light is redefining the light beer category by engaging fans everywhere through its bolder flavor profile," Simpson said. "Our consumers are shoppers born with swag, fluid in their duality and do not want to compromise flavor when drinking a light beer. Tecate Light ensures there is no compromise. We are happy to help consumers celebra right, courtesy of Tecate Light this holiday season while providing our retail partners with a program that will help drive incremental Tecate sales."
Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow Hard Apple Ciders, Amstel Light, and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.