Latin America Business News
HEINEKEN USA Announces U.S. Launch Of Indio, Unique Mexican Dark Beer, In Chicago
Photo: HEINEKEN USA Announces U.S. Launch Of Indio, Unique Mexican Dark Beer, In Chicago
July 13, 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 beginning July 12. The 12 oz. bottled dark beer, known for its malt character and light caramel aroma, will be available for adults 21 and older at key on and off-premise locations in 6-pack and 12-packs throughout the Windy City as well as in Los Angeles, San Diego, San Francisco, Austin, Dallas, Houston and San Antonio.
“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, Telemundo and Starcom MediaVest Group, 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.* 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, HEINEKEN USA hosted “The Indio Experience,” a Road Show for distributors and retailers to introduce the brand and offer insight into its target audience. This experience immersed attendees into the passion of Indio’s consumer through live performances from DJs and bands, language tutorials, and brand sampling.
Indio’s non-traditional marketing efforts were designed to mirror its unique consumer and will include online communication, digital advertising, OOH postings and murals, and influencer sampling. These elements will kick-off in July to coincide with the brand launch. Creative was developed by Olabuenaga Chemistri and placed by MediaVest’s MV42 Degrees.
Launched in 1893 under its flagship brand, Cuauhtemoc beer, the label featured an Aztec emperor. Soon after, the general public started identifying the brand by the image of the label, saying: “Give me a beer of the Indian”. That is how the brand was renamed Indio in 1905. Indio’s updated 12 oz. bottle packaging design is available in the United States and is distributed by HEINEKEN USA.