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Tecate Light Crosses Border

The same flavor in a lighter version, without leaving behind the traditional lime and salt

By Delia Lopez
Published on LatinoLA: July 26, 2007


Tecate Light Crosses Border


Tecate Light, Mexico's number one light cerveza, marks its introduction in the competitive United States light beer market with its launch in Los Angeles.

Beginning July 26, Tecate Light will be available for adults 21 and older at all authorized beer retailers, restaurants and bars in "The City of Angels."

"As the first Mexican brewed and distributed light beer, Tecate Light has experienced tremendous success in Mexico and has quickly surpassed long time competitors, to become the number one selling light beer in Mexico," said Carlos Boughton, brand manager for Tecate. "Based on the positive results from the Heineken Premium Light launch and the growth of imported beers in the United States, we feel there is a great opportunity to introduce a Mexican light cerveza that is as widely accepted as Tecate."

Tecate Light is building upon the rich history that the Tecate brand has established among Mexicans in the U.S., bringing adults the same flavor in a lighter version, without leaving behind the traditional lime and salt that have characterized the beer for many years.

Tecate Light expanded its United States presence with additional regional launches earlier this year in Austin, Texas; Phoenix; Albuquerque, N.M.; and San Jose, Calif. Thus far, Tecate Light has performed well in relation to projected sales figures and in some cases, exceeded expectations and forecasted volume. The next markets to welcome Tecate Light with an exclusive launch event are Las Vegas and San Diego..

t was a strategic decision to introduce Tecate Light in Los Angeles based on the influential Mexican-American adult consumers that are located in this vibrant city," added Boughton. "Based on the success of light beers in the United States among adult Hispanics and the loyalty of Mexican adult consumers, we are confident Tecate Light will be a great addition to the category."

About Delia Lopez:
Delia Lopez




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