WHITE PLAINS, N.Y. -- The December holiday season is one of the top six beer-selling holidays in the United States, with 54 million cases sold in a two-week period. This year, Tecate and Tecate Light will relaunch a retail program anchored on the Mexican tradition of Lupe-Reyes to help extend the season for retailers targeting Hispanic consumers, who tend to outspend their general market counterparts for these celebrations.
Lupe-Reyes is a series of holiday festivities popular in Mexico and among Mexican-Americans that kicks off on December 12 and ends on January 6. Characterized by multiple gatherings, the period offers an opportunity for friends and family to come together to celebrate the end of the current year and toast to the New Year.
As two of the few brands leveraging the tradition in the United States, Tecate and Tecate Light's program is designed to suggest additional consumption occasions during the three-week period.
"During the holidays, the retail environment is cluttered, making it difficult for brands to stand out. As part of our ongoing efforts to connect with Mexican biculturals in the Western Sunbelt markets, we saw an opportunity to leverage Lupe-Reyes to help our small- and large-scale retailers extend the holiday shopping season while creating a uniquely relevant experience for these consumers," said Gustavo Guerra, brand director for Tecate and Tecate Light. "While this group cherishes their Hispanic identity throughout the year as much as their American lifestyle, Lupe-Reyes gives them an opportunity to reconnect with their Latin culture and embrace their traditions."
In 2014, Tecate will build on the success of last year's Lupe-Reyes campaign with a bilingual commercial program that encourages shoppers to "Taste their Traditions." Campaign highlights include thematic Lupe-Reyes point-of-sale (POS) elements that will create a retail destination, limited-edition packaging on Tecate Light 3-Pack Cans and a variety of cross-merchandising offers on celebration essentials like snacks, disposable plates and utensils, non-alcoholic beverages and el Jimador tequila.
The program also includes a Facebook-driven sweepstakes that encourages legal-aged consumers to share their holiday traditions for a chance to win a Tecate Light celebration kit.
The brands also announced details behind their retail activation surrounding the boxing match between Manny Pacquiao and Chris Algieri, to be broadcast live on November 22 on HBO Pay-Per-View from the Venetian Macao's Cotai Arena in China. The three-month retail campaign is anchored on the brand's "Taste of Triumph" communication platform, which encourages "men of carácter" to seize and conquer everyday victories, and includes a variety of promotions and VIP experiences.
"Boxing is one of the most popular televised sports among bicultural Hispanics, who constitute a large part of our Tecate and Tecate Light target consumers. Although Pacquiao vs. Algieri will take place in China, it still provides us with a great opportunity to not only build excitement among fans 21-plus in the U.S., but also to help our retail partners increase traffic to stores and drive purchase around this relevant consumption occasion," said Guerra.
When consumers walk into retail stores in Arizona, California, Colorado, Nevada and New Mexico, they will see a variety of thematic POS materials including commemorative posters, price cards, standees and banners featuring official fight artwork and event details. The brand will also award a variety of prizes through the "Taste of Triumph" Sweepstakes, including the grand prize--a VIP trip for two to Macau, China, to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau and VIP access to various fight-week events.
Additionally, Tecate and Tecate Light will offer a variety of savings solutions to drive traffic to stores and increase basket rings, including a mail-in-rebate coupon worth up to $30 off the HBO pay-per-view event, and an instant savings of $5 off in the meat department with the purchase of an 18-pack or larger of Tecate or Tecate Light.
Heineken USA Inc., White Plains, N.Y., is a subsidiary of Amsterdam-based Heineken International BV. Brands imported into the U.S. include Heineken, Heineken Light, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. It also imports Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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