Non-alcoholic and light beers grew at double digits in Mexico
Tecate has just added a new non-alcoholic beer to its product line. This is done to attract more customers, as the demand for these beverages is now increasing. The intention with the 0-0 tecate is to further penetrate the light soft drink market. Mirtha Bermúdez, Heineken’s external reputation and communications manager, pointed out that non-alcoholic beers are currently growing at double digits in the country.
The director of Tecate, Lino Villarreal, said that in view of the reception of Heineken’s non-alcoholic presentation, Tecate launched this new concept that does not compete with the other, but rather complements the catalog, since its goal is to be on Mexican tables at mealtimes, a place currently occupied by soft drinks and non-alcoholic beverages, 4 times more than beers.
“Heineken 0.0 has been more successful than we expected and not because we were pessimistic, but it has really been well received by Mexicans (…) there is still a stigma attached to non-alcoholic beers, but when we saw the reception of Heineken 0.0 we saw a market, since the most important brand today is Tecate and there are different opportunities in price and market for both,” he reiterated.
Tecate has reached a point where it is only distributing its products to the Mexican market. However, there are plans to expand into the U.S. market, considering that it is the second largest destination for its products.
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