Tecate races for the younger, bicultural Hispanic demo

03/11/2013 | MediaPost Communications

Tecate is targeting young, bicultural Hispanic Americans with event sponsorships such as the upcoming Toyota Grand Prix of Long Beach, Calif. in April, writes Karl Greenberg. The brand is sponsoring concerts and contests in the run up to the race. Parent company Heineken USA recently moved the English-language marketing from Olabuenaga Chemistri in Mexico to iNSPIRE in Dallas.

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