Mexican beer Tecate, distributed exclusively by Heineken USA, has announced it is leaving its Mexican ad agency for an American choice so that it can receive a better translated product.  In 2011 the Mexican beer maker started advertising in English for the first time, in a new marketing effort to reach all Hispanics, not just Mexican immigrants in the U.S.

Tecate officials said that its Mexican agency Olabuenaga will continue to do its Spanish-language ads and Inspire Dallas will do their English-language, U.S. advertising:

“We realized that when a Mexican agency tries to develop English creative, it feels translated.” “So in all honesty, we were not comfortable with the delivery,” said Tecate’s VP of Marketing Felix Palau in speaking to Ad Age.

Heineken USA is the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.  Tecate sales in the U.S. has close to a 20% share of the U.S. Latino beer market and is the NO. 1 imported beer amongst Hispanics.