It's fiesta time! Heineken's new Mexican beer is coming to Houston.
Heineken is launching Indio, a Mexican dark beer that's been a staple across the border, in seven key markets in California and Texas, including Houston.
Brewed and sold in Mexico since 1893, the 12-ounce bottled dark beer is known for its malt character and light caramel aroma.
Brewed and sold in Mexico since 1893, the 12-ounce bottled dark beer, known for its malt character and light caramel aroma, will be available in stores later this month.
Indio considers its target market Hispanic men 21 to 26 years old "who are constantly in search for brands that understand their need to express their identity by creatively fusing urban and Latino cultures," according to the beer company's press statement. OK, then.
"Not only does the launch of Indio in the U.S. strengthen Heineken USA's portfolio and strategic innovation platform," Felix Palau, Indio vice president of marketing, said in a statement, "but it supports our ambition of becoming the leading beer company in the U.S.
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."
Heineken USA is the exclusive United States importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.