Tecate® aims to show boxing fans that every night is an occasion that can match up with the biggest fights of the year. As consumers get ready for the May 4th bout between champions Saul “Canelo” Alvarez and Danny “Miracle Man” Jacobs for the World Middleweight title, Tecate® is bringing back its popular boxing promotion that will showcase the at-home viewing experience and connect consumers to engaging sweepstakes and offers. Tecate® is inviting fans to “Throw a Knockout Party” during a March – May retail promotion. On- and off-premise activations capture all the excitement of the ultimate showdown to engage boxing fans and beer drinkers nationwide.
“Tecate® buyers are 2x more likely to be boxing fans than the average U.S. household and Hispanic shoppers, the core Tecate® consumer, are 56% more likely to be fans of boxing,” says Oscar Martinez, Tecate Senior Brand Director, HEINEKEN USA. Tecate® continues its longstanding support for boxing and its most exciting, high profile bouts between the world’s most renowned fighters. The viewership these fights attract has had a tremendous impact on consumer engagement and Tecate® sales,” continues Martinez. “The fights and the passionate fans who support them, have expanded share of voice, trial and awareness and we expect this year’s promotion to be even more successful than the great results we delivered in 2018. Tecate®, the official beer of boxing, is in the ring with this exciting trend.”
“Throw a Knockout Party” is a fully integrated marketing program that works on multiple levels to drive consumer engagement and retail sales. Fight thematic POS will be used to secure in-store displays to drive awareness and shopper takeaway. A variety of high-impact merchandising materials direct consumers to download a free Tecate® App and enter the sweepstakes for a chance to win one of five pairs of tickets to the Canelo Jacobs bout in Las Vegas, NV, airfare and hotel included, and one of 100 Tecate®-branded Nebula® projectors. A retail partnership with Jose Cuervo® tequila will provide a cross-merchandising opportunity for incremental sales and profits. Beer and tequila savings will be offered through MIRs and IRCs where legal. In an aggressive on-premise push, Tecate® will host bar takeovers with all things red and blue. With Tecate®, any night can be an occasion that matches up with the biggest fights of the year and retailers can benefit from the daily engagement leading up to the May 4th showdown.