Heineken to turn Tecate into a global brand

By Elliot Bullman

Cuauhtémoc Moctezuma Heineken will convert Tecate, which is produced in Mexico, into a global brand, with the potential to reach 70 countries starting this year.

In a press conference, Dolf van den Brink, CEO of the firm in Mexico, reported that in 2017 the company began sales of the brand in Colombia.

tecate global

After Heineken, Tecate is the second most important brand for the brewer in terms of volume, and is already sold in 17 countries through third parties, where the market with more relevance is the US.

"All the Tecate that is sold in the world comes from Mexico, but maybe in the future it can change," he said.

The CEO said that Mexico is one of the most important operations for the company, contributing 16% volume, 12% of revenues and 15% of profits, according to company data to 2016.

tecate global 3Original image: "Cold Tecate" byw4lt3r, used underCC BY 2.0 license. via Flickr.

On the other hand he commented that they expect to start operations at their new MXN $2billion Meoqui plant by the end of 2017.

The plant will generate 500 permanent jobs and currently there are more than 2,000 people who collaborate in the construction of the complex.

tecate global 2

Dolf van den Brink added that more than 1 billion pesos (mdp) have been allocated for the opening of new canning lines in Toluca and Guadalajara, as well as 200 mdp in its new distribution centre in Hermosillo.

According to data from market researcher Euromonitor International, Heineken has accelerated its participation in Mexico: in 2011 it had a penetration of 36.1%, while preliminary data to 2016 show that the share was 40.1%, ie almost 3.99 percentage points more.

RELATED NEWS

  • US moves to block AT&TUS moves to block AT&T's takeover of Time Warner
  • Uber Paid Hackers $100,000 for Silence On Cyberattack That Exposed 57 Million PeopleUber Paid Hackers $100,000 for Silence On Cyberattack That Exposed 57 Million People's Data
  • Minimum salary will rise 8.32 pesos in DecemberMinimum salary will rise 8.32 pesos in December
  • ZimbabweZimbabwe's President Robert Mugabe resigns after 4 decades as leader.
  • More than half of the digital native media in Mexico has suffered cyber attacksMore than half of the digital native media in Mexico has suffered cyber attacks
  • Vicente Fox warns Trudeau not to be Vicente Fox warns Trudeau not to be 'Judas' on Nafta
  • REITS unharmed and even strengthened from the REITS unharmed and even strengthened from the 'Trump storm'
  • Tesla unveils first battery powered truckTesla unveils first battery powered truck
  • US game maker launches stunt to snarl plans for border wall with MexicoUS game maker launches stunt to snarl plans for border wall with Mexico
  • Bajío, a clear example of Mexico´s digital transformationBajío, a clear example of Mexico´s digital transformation
  • Most Millennials are Faring Worse than their Parents: StudyMost Millennials are Faring Worse than their Parents: Study
  • Mexico prepares macroeconomic contingency plan in case NAFTA talks breakdownMexico prepares macroeconomic contingency plan in case NAFTA talks breakdown
WATCH LIVE TV



Most Read Articles
Most Watched Videos
  • Generations Riviera Maya
  • Mayair

Language

Mexico News Network
All rights Reserved 2017