Tecate Expands Role in the Growing Michelada Segment with Tecate Diablo

Tecate DiabloTecate, the authentic Cerveza “con Caracter”, announces the introduction of Tecate Diablo, a bold Mexican beer mix based on the traditional Michelada recipe of beer, real tomato juice, lime and spices. Diablo is Tecate’s second offering in the Michelada category and provides a spicier take on the classic drink, leveraging the growing popularity of tomato-based beer mixes and Tecate’s position as the Mexican beer brand that offers a bolder and more authentic taste verses the competition.

“The Michelada segment, driven by tomato based beer mixes, is growing in popularity, particularly among the LDA+ Hispanic-American consumer segment,” said Gustavo Guerra, Brand Director, Tecate, HEINEKEN USA. “This rapidly growing and dynamic consumer segment, forecast to exceed 100 million by 2050, represents over $1 trillion in buying power and is a driving factor behind the growth of Mexican imports (+10.6%) and the burgeoning beer mix segment (+15%). Tecate Diablo debuts as a spicier offering than existing Tecate Michelada and is perfectly timed as its fiery blend of authentic Mexican Michelada flavors and real tomato juice, combined with the bold taste of Tecate beer separate it from the competition and make it the perfect choice for real hombres.”

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