Heineken Hearts Mexico

Less than a year after the acquisition of cerveza empire Cuauhtémoc Moctezuma (makers of Dos Equis, Sol, Bohemia, Superior, the Chiquitibum-approved Carta Blanca, Tecate, Indio and Christmas classic Noche Buena), Heineken International announces that in a strategic move it will now be brewed “in one of CM’s most modern, high-tech breweries”  located in the town of Orizaba, Veracruz, as well as “the introduction of new, innovative bottle and can designs for the premium Heineken brand.”

“The premium segment is currently a relatively small and underdeveloped part of the Mexican beer market, but it is growing fast as popularity for premium brands among consumers continues to increase,” Heineken Americas Regional President John Nicolson says.

After an aggressive introduction in the Caribbean, Brazilian, Argentinian and Chilean markets, the brand sets its eyes on Mexico as it represents “the world’s fourth largest beer profit pool and a market that is expected to show ongoing incremental volume growth in the coming years.”

“Our decision to implement this new stage for the Heineken brand in Mexico is an exciting development for our business which, together with our established distribution network and portfolio of other leading international and local brands, creates a strong platform for future growth in the region,” Nicolson posits. 

As part of a their Mexican rebranding, the beer will now ne available “in unique embossed long-neck bottles and in innovative cans featuring tactile inks.”

“Long-necks” and “tactile inks”?

All of a sudden, “Queer Beer” got a little less fabulous.

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