Beverage News

Tecate brand family launches ‘Gear Up’ national retail program

New campaign prepares consumers of legal drinking age for spring and summer

Tecate and Tecate Light, brands of White Plains, N.Y.-based Heineken USA, kicked off a national shopper marketing program aimed at giving men of legal drinking age the essentials they need for a spring and summer full of barbecues and carácter. The Spanish- and English-language “Gear Up” campaign, which includes a sweepstakes, cross-merchandising offers and thematic point-of-sale (POS) materials at thousands of retail locations, will be in market through April 2014.

“Our consumers are men of carácter and are constantly looking for ways to make any experience a little bolder,” said Gustavo Guerra, brand director for Tecate, in a statement. “With 75 percent of U.S. Hispanics believing that grilling will make a hangout with family and friends more fun, [according to Mintel,] we saw a unique opportunity to help them create an authentic summer celebration. By giving our consumers the opportunity to ‘Gear Up’ with grilling essentials, we’re creating a relevant shopping destination at retail that will help increase basket rings during a key beer consumption period.”

The “Gear Up” campaign is centered on a text-to-win sweepstakes that gives consumers the chance to win everything they need to add carácter to their outdoor celebrations, including Tecate Light can-shaped grills, rolling coolers, and Tecate Coleman chairs featuring a detachable cooler and beer holders on its arms, the company says. No purchase is necessary to enter or win. Bilingual POS materials, including tuck cards, pole toppers and floor decals, as well as the sweepstakes prizes themselves, help delineate the shopping area at large- and small-scale retailers across key U.S. markets, it adds.

With the purchase of Tecate or Tecate Light bottles or cans, consumers of legal drinking age also will be able to take advantage of cross-merchandising mail-in and instant rebate offers on items such as charcoal; meat; any brand of tequila and non-alcohol beverages; and disposable plates, cups and utensils that will help round-out their grilling occasions.

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

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



Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

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.


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 February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

Table Of Contents Subscribe

Wine Trends

Which trend will have the most positive impact on the wine category in 2015?
View Results Poll Archive


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.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


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!