Heineken USA Inc., a subsidiary of Heineken International BV, launched Tecate Michelada in 16-ounce cans in the western and central regions of the United States. The launch capitalizes on the growing popularity of beer mixes among Hispanic consumers in the United States. The product follows the traditional michelada recipe mixing beer with lime, spices and a hint of chili pepper, the company says. To ensure the taste profile stayed true to the original Mexican recipe, without losing quality and character, renowned chefs, mixologists and restaurant managers in Mexico City and the United States participated in tasting panels that ultimately helped create the authentic Tecate Michelada.
Heineken USA Inc., White Plains, N.Y.
Distribution: Select markets