Consumers Get Multiple Chances to Win Without Stepping into the Ring.

May 6th, 2017, is the long-awaited evening when Canelo Alvarez and Julio Cesar Chavez, Jr. (the two most popular figures in Mexico) meet to decide who is truly the boldest fighter. For those LDA+ boxing fans watching, it’s a moment to experience the excitement without having to step a foot in the ring. Beginning March 1st, 2017 and leading up to the fight, TECATE is piling on the passion every night, giving consumers the chance to win a knockout lineup of prizes and a chance to score tickets to the big night. The “Fight Night Every Night” integrated promotion delivers the bold punch to engage beer drinkers in the fighting frenzy.

The marketing initiative will be driven by social media posts from TECATE, Golden Boy Promotions, Canelo and the “Chicas Tecate” who will share exclusive content to enhance awareness, drive excitement to amplify word of mouth, and drive consumers to the entry hub. The proprietary “Bold Punch” app will give fans insider access to behind the scene news and information, the perfect second screen companion for the faceoff. The promotion will focus on video to drive awareness, expand reach, and maximize impact. At retail, eye-catching POS will secure in-store feature and display activity and drive awareness and participation in the sweepstakes through the TecateBeerUSA.com website. Adding muscle to the mix, TECATE is partnering with Barcel snacks, Big Red sodas and Pernod Ricard USA spirits to drive traffic, cross merchandising, and sales in store for the at home sport viewing occasion. In addition, sampling events supported by brand ambassadors will be hosted at local bars, liquor stores, and grocery stores to drive awareness of the promotion and trial of TECATE’s bold, refreshing flavor.

“With the meteoric growth of Mexican imports, and with boxing one of the most popular sports in Mexico, TECATE and boxing go hand in hand. We are thrilled to be giving TECATE drinkers and boxing fans the opportunity to engage their passion for the sport in the nights, every night, leading up to the highly-anticipated event. “Fight Night Every Night” sustains consumer participation by keeping the title bout top of mind with great prizes and, through the Bold Punch app, providing our users the experience of feeling every Canelo punch with vibration on their phone. In addition, the app provides the latest fight info, exclusive videos, fighter bios and stats, and tips on how to watch the May 6th showdown.”
– Juan Carlos Montes, Commercial Marketing Manager for TECATE

"Fight Night Every Night" Contest poster

Mexican imports are as hot as the title bout promises to be, driving 93% of the Import beer segment growth[1], and the only segment to show consistent double digit growth trends year over year since 2012. TECATE and TECATE LIGHT, the fastest-growing light beer brand[2], have a high interaction with Domestic Premium and capture bi-cultural LDA+ consumers who are 20% more likely to watch boxing vs the leading domestic light brand[3]. These same consumers make 6% more trips to the store versus the average beer shopper[4]. In addition, TECATE delivers the highest percentage lift (+14%) when promoted within the Premium segment[5].

Tecate and Tecate Light cans

“Our promotion this year is designed to engage beer drinkers and our retail partners in a whole new boxing experience,” added Montes. “For consumers to indulge their sports passion and for retailers and on-premise operators to increase basket ring and check average, that’s a win-win!”

For the latest information, follow Heineken on Twitter @HeinekenUSACorp, and visit HEINEKENUSA.com.


[1]Nielsen FDCM Latest 52 WKS ending 9/24/16.
[2]Nielsen FDCM+ 52 wks thru 12.31.16 *Among beers in its category
[3]Nielsen Spectra 2015, Total US.
[4]Nielsen Homescan: 2015 Total US.
[5]Nielsen Hispanic IQ; Leading Grocery Retailer: Aug-Oct 2015.