USA: Heineken brings Mexican Indio beer to the US market

Heineken USA Inc. is introducing another Mexican beer to the Phoenix, Tucson and Las Vegas markets, bizjournals.com reported on April, 22.

Heineken is bringing Indio beer to the Southwest markets after a U.S. launch of the Mexican-brewed darker ale in Texas, Southern California and Chicago last year.

Indio is brewed by Heineken-owned Cuauhtémoc-Moctezuma Brewery in Mexico. The Monterrey-based brewery also produces Mexican brands such as Dos Equis, Tecate, Bohemia, Sol and Carta Blanca.

Heineken executives are marketing Indio to U.S. Hispanics in their 20s. They identify their target demographic as bi-cultural millennials who are into music and art and blend their American and Latino cultures.

“One of the reasons why we brought Indio into the U.S. last year was that we saw a strong connection between the brand’s consumers in Mexico and adult bi-cultural millennials in this country who are passionate about alternative art and music,” said Felix Palau, vice president of marketing for Indio.

The Mexican beer brand was first brewed in 1893.

24 April, 2013