Tecate Diablo Expands Brand's Role in Michelada Segment

Mexican beer mixes flavors of tomato, lime, chili pepper and spice

Tecate Heineken beer beverages (CSP Daily News / Convenience Stores / Gas Stations)

WHITE PLAINS, N.Y. -- Tecate has introduced Tecate Diablo, a Mexican beer mix based on the traditional Michelada recipe of beer, real tomato juice, lime and spices. Diablo is Tecate's second offering in the Michelada category and provides a spicier take on the classic drink, leveraging the growing popularity of tomato-based beer mixes.

"The Michelada segment, driven by tomato-based beer mixes, is growing in popularity, particularly among the [legal-drinking-age-and-older] Hispanic-American consumer segment," said Gustavo Guerra, brand director of Tecate, Heineken USA.

He added, "This rapidly growing and dynamic consumer segment, forecast to exceed 100 million by 2050, represents over $1 trillion in buying power and is a driving factor behind the growth of Mexican imports (+10.6%) and the burgeoning beer mix segment (+15%)."

Tecate Diablo will launch at retail in February 2015 in 24-ounce can format.

Tecate will support the launch with an out-of-home, digital and public relations campaign along with custom-designed display and point-of-sale (POS) materials and retail sampling, where legal.

White Plains, N.Y.-based Heineken USA Inc., a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands it imports into the United States include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. It also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.