From Thanksgiving (Nov. 26) to Dia de Reyes (Jan. 6, 2016), Tecate Light, a brand of White Plains, N.Y.-based Heineken USA, is bringing the boldness of the holiday season to life with a comprehensive, 360-degree program that offers legal drinking age consumers everything they need to kick-start their holiday celebrations, the company says. The fully-integrated retail promotion, including digital partnerships with Pandora and Ibotta, in-store displays and point-of-sales (POS) materials, invites consumers to Eat. Sleep. Celebra. Repeat. This holiday season.

“The ‘multicultural wave’, including Mexican-American bicultural consumers, is forecast to account for approximately 70 percent of beer category growth, therefore, it is becoming increasingly critical for brands to connect with them and engage,” said Jonathan Simpson, commercial marketing portfolio director of Heineken USA, in a statement. “Tecate Light is the authentic, bold choice that uniquely mirrors the Mexican Bicultural consumers’ life, making it the perfect complement to their holiday celebrations with family and friends.”

 To drive awareness of Eat. Sleep. Celebra. Repeat.prior to shopping, the brand is collaborating with digital partners including music streaming brand Pandora and shopping app brand Ibotta to deliver targeted content, product locators and cash back rebates driving consumers in store to purchase Tecate Light. At retail, eye-catching in-store displays and POS elements containing holiday-themed images and messaging will encourage consumers to choose Tecate Light for their holiday celebrations, the company says.

“Tecate Light is redefining the light beer category by engaging fans everywhere through its bolder flavor profile,” Simpson said. “Our consumers are shoppers born with swag, fluid in their duality and do not want to compromise flavor when drinking a light beer, Tecate Light ensures there is no compromise. We are happy to help consumers celebra right, courtesy of Tecate Light this holiday season while providing our retail partners with a program that will help drive incremental Tecate sales.”