Tecate® is bringing back its popular boxing promotion, inviting fans to gather for every fight and decide who will run the ring, Tecate® in hand. With the bell having rung, it’s time once again to “Claim Your Corner” during a retail promotion running in April and May, leading up to the potential championship boxing rematch between the #1 fighter in the world, “Golden Boy” Canelo Alvarez, and his opponent, the quickly rising, Gennady “GGG” Golovkin. The on- and off-premise promotion captures all the excitement of the ultimate showdown as it engages boxing fans and beer drinkers nationwide”
“Passion for boxing comes together with passion for Tecate® to make this a truly unique and exciting program for the retailers who support it and the consumers who participate,” says Gustavo Guerra, Tecate Brand Manager at HEINEKEN USA. “With Mexican Imports growing 11.4% during the promotion period[1], and interest among our consumers at peak levels, the expectation and anticipation is sky high!” The promotion is designed to generate consideration and engagement among the primary Tecate® consumer, Hispanic beer drinkers. Hispanics overspend against boxing events; they spend an average of 3.7 hours watching the fights; are two times more likely to view a boxing event; and are three times more likely to purchase a Pay per View event.[2]
Tecate® continues its longstanding support for boxing and its most exciting, high profile bouts between the world’s most renowned fighters. The viewership and attention these fights attract, and the brand’s association with the sport, have had a tremendous impact on consumer engagement and Tecate® sales. “The fights and the passionate fans who support them, have expanded share of voice, trial and awareness,” continued Guerra. “We expect this year’s promotion to be even more successful than the great results we delivered in 2017. Over the past five years, boxing within the Hispanic segment has grown at a CAGR of +3.9%[3] and Tecate® is in the ring with this exciting trend.”
“Claim Your Corner” is a fully integrated marketing program that works at multiple levels to drive consumer engagement and retail sales. Fight thematic POS will be used to secure in-store displays and to drive awareness and participation in a text-to-win sweepstakes offering consumers a chance to win one of 5,000 PPV codes and a trip to see the May 5th Canelo vs. Golovkin bout live. In-store sampling will drive consumer trial and cross-merchandising will drive sales for the At-Home viewing occasion. In addition, beer and PPV savings will be offered through MIRs and IRCs where legal. On-premise, Tecate® will host bar takeovers with all things red and blue. From corner-specific swag, to dual-sided coasters, consumers can show their pride and passion by representing their color. Digital and social media with posts from Tecate® and Golden Boy Canelo will share exclusive content to drive engagement and anticipation. The proprietary Bold Punch app will deliver the latest boxing info, exclusive videos, fighters’ bios and stats, and tips on how to watch the upcoming fight.
“With high-reach social media and impactful on- and off-premise activation, ‘Claim Your Corner’ covers all corners,” said Guerra.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
