Beverages New Products Northeast

Heineken To Debut High-ABV Beer, Tecate Titanium, In U.S.

A can of Tecate Titanium

Tecate, a White Plains, New York-based brand of Heineken USA Inc., will launch a 7.5 percent alcohol by volume (ABV) brew in a single-serve, 24-oz. can. Tecate Titanium will be available in February and was created specifically for sale in licensed, off-premise accounts, specifically convenience stores, to capitalize on the growth of high-ABV beers in this channel.

“Titanium provides an opportunity to further expand the fast-growing Mexican category with a unique high-ABV option. Our core target, Hispanic convenience store shoppers, is currently underserved by existing high-ABV options as they are 13 percent less likely to have purchased than the average shopper and have spent 30 percent less on the segment. We are offering a superior liquid at a competitive price point in a segment our shopper target is familiar with. We see a gap in the market where most of the high-ABV options are non-beers, inferior beers or hoppy craft beers. Titanium is bold, but it’s also highly refreshing,” said Belen Pamukoff, Tecate brand director.

Tecate Titanium aims to capitalize on the continuing growth of Mexican imports and on the sizeable opportunity for high-ABV brews in cans in the c-store channel. Eighty percent of high-ABV beverages’ volume is in cans, and 64 percent of cans are in the 24-oz. size.

The launch program will include out of home, radio, digital and social media in Tecate’s top markets as well as high-impact merchandising materials and consumer sampling (where legal), all to drive trial and awareness.

About the author

Kristen Brissette

Kristen lives on Cape Cod and enjoys working in the food industry. She loves attending food shows and meeting others in the field.

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