Tecate, Mexico’s authentic beer, is bringing back an original can encouraging Millennial beer drinkers and longtime brand loyalists to “Throw Back a Throwback” to commemorate more than 75 years in market. Containing the same beer known for its quality, flavor and originality, the White Plains, New York, company aims to reach consumers who are responding to nostalgia in a way that re-captures iconic packaging from the past.
“We see the retro can as a winning strategy to give our older consumers a blast from the past with a commemorative token and to introduce Tecate to Millennials, who have had a shorter engagement with the over 75 years of our history ” said Oscar Martinez, senior brand director, Heineken USA.
Beginning in May and continuing while supplies last into August, this limited-edition can will be released nationally in all seven 12-oz. pack configurations and supported on- and off-premise with digital media and in-store merchandising materials to drive shopper awareness and takeaway.
The company began brewing its signature beers 60 years ago in the town of Tecate, Baja Mexico. The beer is available in Light, Original and Diablo.
Heineken USA Inc., a beer importer, is a subsidiary of Heineken International NV, an international brewer. Key brands imported into the U.S. are Heineken brand, Dos Equis and Strongbow Hard Apple Ciders. From a single brewery in Amsterdam almost 150 years ago, Heineken has grown into a global business with an international premium beer brand.