USA: Heineken to launch 7.5% ABV Tecate beer in the US

Heineken will launch a 7.5% ABV Tecate beer in a single-serve 24oz can to capitalise on the sales growth of high-strength beers in US convenience stores, FoodBev.com reported on January 9.

Tecate Titanium is said to have a distinct flavour and aroma that is the result of “an obsessive and tireless brewing process that results in higher alcohol content and refreshing drinkability”.

Heineken said the brew enters a market segment where total 6.5%+ ABV products are growing 10.1% and singles cans are growing 11.6%.

Belen Pamukoff, Tecate brand director, said: “Titanium provides an opportunity to further expand the fast-growing Mexican category with a unique high-ABV option.

“Our core target, Hispanic c-store shoppers, are currently underserved by existing high-ABV options as they are 13% less likely to have purchased than the average shopper and have spent 30% less on the segment. We are offering a superior liquid at a competitive price point, in a segment our shopper target is familiar with.

“We see a gap in the market where most of the high-ABV options are non-beers, inferior beers, or hoppy craft beers. Titanium is bold, but it’s also highly refreshing.”

Heineken said the beverage aims to capitalise on the continuing growth of Mexican imports in the US.