Tecate has announced the release of Titanium into the United States, the first Mexican import to disrupt the category with a high-ABV beer.
Tecate has released Titanium into the Unites States, making it the first Mexican import to deliver a high alcohol-by-volume beer. The brand will also extend its We Are Bold campaign to continue the promotion of Light and Franchise; both existing products under the label.
Tecate Titanium will be available in 24-ounce cans and rolls out in select markets across the United States to include New York and the Sun Belt states. The fresh entry will capitalise on the growing popularity of Mexican imports and increasing demand for high-strength beers.
Crafted with Nómades, the Tecate push honours the tradition of the brotherhood associated with firm friendships amongst Hispanic men. Said cultural convention is showcased in three spots, with the spotlight on witty banter and friendly competition as forms of male bonding.
The exercise kicks off with a national premiere of a 30-second commercial, Abs, on 1 April across Hispanic and English television networks. The effort continues with two more, Slow Motion and Hot Summer, which run for 52 weeks on digital, social, radio, OOH, and online.
“When it comes to Mexican beer, we are the boldest, most authentic brand in the business. Thus, it was natural step for us to take the mantle and lead the Mexican import category by debuting its first high ABV beer with Titanium,” said Belen Pamukoff, Brand Director, Tecate.