American, Mexican Beermakers Fight Over Mexican Livers in the United States

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It's no big secret that beer companies have long targeted Latinos in the United States to drink their swill, going as far as to turning an obscure Mexican holiday into the Cinco de Drink bacchanal we celebrate every May 5. Beer-company logos now decorate everything from booth banners at Mexican Independence Day celebrations to billboards at soccer games--and American brewers still want to further penetrate the market.

But Mexican beer companies won't go down without a fight.

An article yesterday in Advertising Age spells out the brewing battle between American companies who know Mexicans like to show everyone they're assimilated by downing case after case of Bud and Coors, and importers who try to play to their sense of mexicanidad by urging them to stick with Tecate, Victoria, and all the other brands offered at Señor Frog's. But those importers are also beginning to make their first overtures to gabacho drinkers: Tecate, for instance, long the domain of alcoholic tíos, is preparing its first English-language ad. Corona, meanwhile, long the domain of Bro-Mex, is doing the opposite: trying to convince Mexicans to drink their booze. Imagine that!

Okay, craft brewers: don't let big boys dominate those wab dollars, which will only grow as the Reconquista continues...

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9 comments
Tejano-Mejicano
Tejano-Mejicano

I can drink both, since I always go for price I really don't give a  crap about the beer - no tax since is in base- but they have weekend specials where the Mexican beer is sometimes cheaper than the Draft so I always go for XX Amber [from my Mom's hometown: Veracruz... yummy!] Saludos Sr. Arellano

Gisluis
Gisluis

I discovered a great micro in the heart of Monte called skyscraper brewery. They have a brew called sancha. Give it a try. Saludos Luis

Tecate Tio
Tecate Tio

"Tecate, for instance, long the domain of alcoholic tíos"  - Holy Crap, that was funny...Everyone has one of those tios..."no mijo, if you don't have Tecate, i'm not going"

MayhemInTheHood
MayhemInTheHood

Haven't the English Tecate ads been around for a year or two? I only can recall it because the ad used to make me shout at the tv. It had the part where the voiceover says "We even gave the Bogeyman a name", then showed a picture of a chupacabra. Every time it played I'd think "ummm...the bogeyman already has a name. It's The Bogeyman." Also, it stood out because the "latin" voice in the commercial was the same dude that was the titular voice on Adult Swim's Xavier: Renegade Angel.

EDIT: The ad I was thinking of was for Tecate Light. I guess Heineken USA are splitting hairs.

Bill T.
Bill T.

Then there are people like my gabacho friends and me who don't give a rat's ass where the beer was brewed, only care about the taste. Tecate is ok, Corona is light for my taste, give me a Sierra Nevada Stout or a Negra Modelo, please. ?No hay Negra Modelo? Entonces Pacifico o Bohemia, por favor.

Bill T.
Bill T.

Thanks for the tip, I'm always looking for new brews to sample.

Tejano-Mejicano
Tejano-Mejicano

lol priceless! [I have also a Tecate Uncle-Tio but he is now retired from the "big leagues" (drinking)]

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