Tecate Brand ‘Gears Up’ for Warmer Months

WHITE PLAINS, N.Y. -- In preparation for the spring and summer seasons, beer brands Tecate and Tecate Light are running a new shopper marketing campaign that aims to support Tecate’s position as the “cervezas con carácter.” The campaign runs through April.

The "Gear Up" campaign is centered on a text-to-win sweepstakes offering consumers the chance to win outdoor celebration-themed prizes, such as can-shaped grills, rolling coolers and Tecate Coleman chairs.

“Our consumers are men of carácter and are constantly looking for ways to make any experience a little bolder,” said Gustavo Guerra, brand director for Tecate, a brand of White Plains-based Heineken USA. “With 75 percent of U.S. Hispanics believing that grilling will make a hangout with family and friends more fun, we saw a unique opportunity to help them create an authentic summer celebration.”

Bilingual point-of-sale materials, including tuck cards, pole toppers and floor decals, as well as the sweepstakes prizes will be featured at large- and small-scale retailers nationwide.

With the purchase of Tecate or Tecate Light bottles or cans, consumers will also be able to take advantage of cross-merchandising mail-in and instant rebate offers on items such as charcoal, meat, any brand of tequila, non-alcoholic beverages, disposable plates, cups and utensils.