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US: Heineken launch Mexican dark beer
(beveragemanager.net) - Heineken USA announced the launch of Indio, a unique Mexican dark beer. Brewed and sold in Mexico since 1893, Indio will be available throughout Chicago.
Indio will be targeting these Hispanic men 21-26 years old and creating a platform that celebrates their individuality and reflects their passion for blending the best of their cultures. As part of the brand's pre-launch strategy, the company hosted "The Indio Experience," a Road Show for distributors and retailers to introduce the brand and offer insight into its target audience.
"Not only does the launch of Indio in the U.S. strengthen Heineken USA`s portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.," said Felix Palau, VP of marketing, Indio. "Market segmentation continues to have a major impact on the industry and Indio will use this trend to create a very specific campaign that speaks directly to the niche audiences' interests and passions in life."
According to a recent study by NBC Universal and Telemundo there are five million multicultural millennial consumers in the U.S. who are characterized as confident, self-expressive and receptive to new ideas and ways of living. (bmg)
