Tecate Unveils Second Offering in Growing Michelada Category

Tecate, a brand of White Plains, N.Y.-based Heineken USA, has introduced its second offering in the growing Michelada category.

Based on the traditional Michelada recipe of beer, tomato juice, lime and spices, Tecate Diablo aims to leverage the growing popularity of tomato-based beer mixes along with the brand's strong market position.

“The Michelada segment … is growing in popularity, particularly among the LDA+ Hispanic-American consumer segment,” said Gustavo Guerra, brand director for Tecate, noting that the group is forecast to exceed 100 million by 2050 and represents more than $1 trillion in buying power.

"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," Guerra added.

Tecate Diablo is now available in 24-ounce cans, and will be supported by an out-of-home, digital and PR campaign along with custom display and POS materials, and retail sampling.