Heineken’s global plans for Tecate: to reach up to 70 countries
Heineken N.V. announced plans to incorporate Mexican beer Tecate to its international portfolio, a measure that will expand the product’s presence from 17 up to more than 70 countries around the world.
As part of this strategy Tecate just entered the Colombian market, said Dolf van den Brink, CEO of Heineken Mexico during a press conference.
Tecate will be the second Mexican beer under the Heineken umbrella to reach global status following Sol beer, launched over international markets in 2013.
To support growth, last year Heineken announced a US$ 2 billion investment in Mexico for the next five-year span, which includes a new US$ 470 million brewery in Meoqui, Chihuahua, currently under construction and scheduled to start operations by the end of this year.
This facility, Heineken’s seventh plant in Mexico, will have initial production capacity of 5 million hectoliters a year, with the possibility of expanding that to 10 million hectoliters, adding a 15% output to the company’s Mexican operations. Some of the brands to be produced in Meoqui will be Tecate Light, Tecate original, XX (Dos Equis) and XX Light.
Other investments are aimed to add production lines in Toluca and Guadalajara facilities, as well as a distribution center in Hermosillo, Sonora.
According to the latest reports, Mexico generates 15% of Heineken profits over the world, 20% of the company’s global beer output and 12% of total revenues.