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.