Tecate Kicks Off National Retail Program to Celebrate 'Caracter' of Football

Bilingual POS materials, promotions to build excitement amongst Hispanic fans

WHITE PLAINS, N.Y. -- Tecate has launched of a national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football, regardless of their language of choice. The brand will place bilingual thematic point-of-sale (POS) materials with the slogan "For those who Celebrate like Champions" and cross-merchandise promotions at on- and off-premise locations across the country through February 2012.

According to a study by ESPN Deportes (2009), 51% of bilingual Latinos and 69% of English-dominant Hispanics consider themselves NFL fans. As such, all of the promotional materials designed for this campaign, which reflect Tecate's celebratory tone, are available for the first time in English and Spanish, giving retailers the opportunity to select those more relevant to their customers.

"Over the last few years we've seen Hispanics' interest in football grow exponentially, and in fact three million more Hispanics tuned in for last year's final game than for the World Cup Final. We understand that Spanish- and English-speaking Hispanic men have an appreciation for the character, vitality and talent of the athletes on the field, and we want to make sure that Tecate is a part of that celebration," said Felix Palau, vice president of marketing for Tecate. "Tecate's football retail program will complement our long-standing support of boxing, which allows us to connect with adults in another forum con caracter."

The bilingual POS materials, including table tents, price cards, cooler decals, poletoppers and posters, prominently feature a Tecate-red football helmet and product shots of a Tecate bottle and can. Additionally, Tecate will offer adult consumers instant and mail-in discounts worth up to $35 off of championship viewing party essentials, such as snacks, meat and bottles of distilled liquor, with the purchase or two six-packs or one 12-pack or larger of Tecate or Tecate Light (where legal).

White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.