Tecate Hispanic Consumers to “Taste Their Traditions”

The December holiday season is one of the top six beer-selling holidays in the U.S., with 54 million cases sold in a two-week period.(1) 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.(2)

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 merry 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 to consumers 21+ 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 21+,” 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 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.

Furthermore, the program includes a Facebook-driven sweepstakes that encourages consumers 21+ to share their holiday traditions for a chance to win a bold Tecate Light celebration kit. To enter, eligible followers of the Tecate Facebook page (www.Facebook.com/Tecate <http://www.Facebook.com/Tecate) must add their favorite traditions on an interactive calendar, which will also allow them to create custom Tecate light Lupe-Reyes e-cards for their family and friends 21 and older. Participants will be able to see others’ entries and will be invited to visit the page on a daily basis for additional opportunities to win prizes and receive discounts throughout the Lupe-Reyes season. A complete list of rules and regulations will be available on the Tecate Facebook page closer to the promotion.

(1)Nielsen “Home is Where the Super Bowl Is” 2011
(2)Mintel Holiday Study 2013