Beverage News

Heineken launches Indio beer in United States

June 12, 2012
KEYWORDS beer / Indio / Mexican
/ Print / Reprints /
ShareMore
/ Text Size+

IndioThis month, White Plains, N.Y.-based Heineken USA introduced its Mexican dark beer, Indio, to the United States. Brewed and sold in Mexico since 1893, Indio is available in six-packs and 12-packs of 12-ounce bottles at on- and off-premise locations in Los Angeles, San Diego, San Francisco, Dallas, Houston, San Antonio and Austin, Texas.

"Not only does the launch of Indio in the U.S. strengthen Heineken USA's portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.," said Felix Palau, vice president of marketing for Indio, in a statement. "Market segmentation continues to have a major impact on the industry and Indio will use this trend to create a very specific campaign that speaks directly to the niche audience’s interests and passions in life."

Indio is positioned for Hispanic men between the ages of 21 and 26 who are in search of brands that help them express their identities and fuse urban and Latino cultures, the company says. Indio will launch a platform through which this expression can be shared among its consumers.    

As part of the brand's pre-launch strategy, Heineken USA hosted "The Indio Experience," a series of Indio Road Shows for distributors and retailers in key markets to introduce the brand and offer insight about its target audience. This was accomplished through live performances from DJs and bands, “Spanglish” tutorials and brand sampling.

Indio's non-traditional marketing efforts were designed to mirror its target consumer and include online communication, digital advertising, out-of-home postings and murals, and influencer sampling.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI January 2015 cover

2015 January

The January 2015 Beverage Industry includes a cover story on our bottler of the year, Pepsi-Cola Bottling Co. of Luverne, as well as articles about juice drinks, the 2015 New Product Development Outlook, and more. Check it out today!

Table Of Contents Subscribe

Flavors

What anticipated top-selling flavor do you think will be the most successful in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!