Tecate has announced the launch of Tecate Titanium.
This 7.5%-ABV beer comes in a 24-oz. ounce can. Tecate Titanium was created for sale in licensed off-premise accounts (specifically convenience stores) to capitalize on the growth of high-ABV beers in this channel.
“Titanium provides an opportunity to further expand the fast-growing Mexican category with a unique high-ABV option,” says Belen Pamukoff, Tecate brand director. “Our core target, Hispanic C-Store shoppers, are currently underserved by existing high-ABV options as they are 13% less likely to have purchased than the average shopper and have spent 30% less on the segment.
“We are offering a superior liquid at a competitive price point, in a segment our shopper target is familiar with,” Pamukoff continues. “We see a gap in the market where most of the high-ABV options are non-beers, inferior beers, or hoppy craft beers. Titanium is bold, but it’s also highly refreshing.”
The launch program will include OOH, radio, digital and social media in Tecate’s top markets, as well as merchandising materials and consumer sampling.