Heineken USA and its Tecate brand have expanded distribution and sales plans for its new premium beer, Tecate Alta, along with the release of two exclusive video capsules featuring musical performances by regional Mexican group, Intocable, and LA-based indie band, Chicano Batman.
Tecate Alta has expanded distribution now available in stores throughout California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley. The Mexican import slim cans boast a sleek design and offer drinkers a low carb, low-calorie option (2.4g carbs and 85 calories).
Inspired by the heights of the sacred mountain of Cuchumá, in the borderland of Tecate, Baja California, Alta reflects Tecate’s Mexican-American pride and roots, matching it with a refreshing taste.
“After taste test success and sales momentum in key markets, we’re thrilled to expand availability of Tecate Alta to new markets,” said Belen Pamukoff, brand director. “Two out of three of our core Mexican-American drinkers claim that Alta is ‘more interesting’ than the brand they are currently drinking, and we’re excited to offer our consumers a high-quality, ultra-premium option that speaks to their Mexican-American essence and identity.”
White Plains, New York-based Tecate launched the new product to local sunbelt markets this past spring, with expanded distribution this fall supported by Mexican-American talent including Luis Coronel, Krystall Poppin and Avi Valencia.
Tecate Alta is the lightest brew in the brand’s lineup of beers that include Tecate Original, Tecate Light and Tecate Michelada (ranked No. 1 canned Michelada by men’s magazine InsideHook.) Consumers, particularly younger legal drinking age consumers, are trending toward health-conscious options for their lifestyles.
In-store POS for the expanded product launch includes a case stacker, tuck cards, shelf wobblers, cooler decals, elliptical cans, table tents, suction cup holders and rolling ice bins.