The latest release from Heineken is Tecate Alta, a low-cal version of the Mexican brew that comes in a slim can.
Tecate Alta has 85 calories, 2.4 grams carbs and 4% ABV.
After the initial March 2021 launch of 12-pack 12-oz. slim cans and single-serve 16-oz. cans in Southern CA, AZ, NM and South TX, the brand plans to expand into additional core markets and bigger pack sizes by fall 2021.
“We’re introducing Tecate Alta off a firm foundation of success and sales momentum,” says Belen Pamukoff, brand director. “Mexican Import Slim Cans are growing +35% and adding $17.6 million incremental dollars to the category. The Domestic Super Premium segment continues to grow +18.7% and Hispanic consumers are demonstrating trade-up to this segment at a 124 index. Further, two in three Hispanic consumers of the key competitor claim Tecate Alta is ‘more interesting’ than the brand they are currently drinking.”
Supporting the market launch in March 2021 is social and digital media, local TV, radio, OOH and consumer sampling. In-store merchandising materials include a tuck card, elliptical can, slim case stacker, cooler decal and basewrap.
“Alta” in Spanish means “tall” or “upper,” inspired by the mountain of Cuchumá located in Tecate, Baja California, the company says