Tecate launches summer drinking campaign

Call-to-action invites beer drinkers to Asada Together

Tecate, a brand of White Plains, N.Y.-based Heineken USA, is welcoming summer with carne asada and summer barbeque, for when the “food first” beer drinking occasions brings consumers together, the company says.

The brand is offering consumers a chance to win a VIP grilling experience with Weber at the Grilling Together Fests in San Antonio, Phoenix and Los Angeles. Tecate also is launching new on-premise marketing strategies that provides retailers with a sales and profit opportunity from shoppers looking to stock up on Tecate to accompany traditional carne asada or other barbeque recipes, it says.

“When it comes to hosting and grilling, Tecate drinkers are serious about having fun,” said Juan Carlos Montes, national program manager at Tecate, in a statement. “There’s no limit to what they’ll do to impress their friends, including digging up an old family recipe, firing up the grill, or putting a cold beer on the table. Beer drinkers know that nothing brings people together like Tecate and a good meal.”

The integrated marketing program incorporates bi-lingual point-of-sales (POS), display enhancements, digital and social media, new TV advertising that supports the Food First occasion, a partnership with Weber grill and Kingsford charcoal to drive cross-merchandising, the company says. Through a friendly competition, consumers can register their teams (two to seven people) at the Grilling Together Fest, showcase their special grilling recipes and be judged by Weber’s Grill Masters, it adds.

The engagement also will give United States consumers an opportunity to win exclusive recipes and enter for a chance to win one of a 100 Tecate-Weber Grills on a weekly basis.

The multi-channel promotion, uniquely tailored to grocery, convenience and liquor, is designed to drive sales through trial, maximize brand awareness, recruit new consumers and engage shoppers, the company says. The versatile call to action on English and Spanish POS materials invites beer drinkers to “BBQ Together” or “Asada Together,” always with good friends and cold Tecate, it adds.

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