Tecate Releases Retro Cans

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To commemorate more than 75 years in market, Tecate is bringing back one of its original can packages.

Containing the same beer, Tecate aims to reach consumers who are responding to nostalgia in a way that re-captures iconic packaging from the past, the company says.

The new, throwback pack enters the market at a time when Mexican Imports are growing and all things retro are seeing a renaissance across a range of categories. “We see the Retro Can as a winning strategy to give our older consumers a blast from the past with a commemorative token,” says Oscar Martinez, Tecate senior brand director, Heineken USA, “and to introduce Tecate to millennials who have had a shorter engagement with the over 75 years of our history.”

Beginning in May and continuing while supplies last into August, this limited-edition can will be released nationally in all seven 12-oz. pack configurations, and supported on- and off-premise with digital media and in-store merchandising materials to drive shopper awareness and takeaway.

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