Tecate has announced the introduction of Tecate Diablo, a Mexican beer mix based on the traditional Michelada recipe of beer, real tomato juice, lime and spices.
Diablo is Tecate’s second offering in the Michelada category and provides a spicier take on the classic drink, leveraging the growing popularity of tomato-based beer mixes and Tecate’s position as the Mexican beer brand.
Tecate Diablo will launch at retail in February 2015 in 24 oz. can format. Tecate will support the launch with an out-of-home, digital and PR campaign along with custom designed display and POS materials and retail sampling (where legal).