US: Heineken to launch new Tecate Michelada next week
Click through to view Heineken's Tecate Michelada
Heineken is to launch a new variation on Tecate in the US next week and release another of its beer brands in bottled format.
The new launch, Tecate Michelada, is a freshly-created liquid and will be the first canned RTD michelada available in the US. A michelada is a Mexican drink made with beer, lime juice, tomato juice and spices.
Heineken took on the Tecate brand after it acquired FEMSA's beer business, FEMSA Cerveza, in January 2010.
Meanwhile, Amstel Wheat Bier, which has been available on draught in seven US cities since last August, is being launched in bottles in "selected markets", just-drinks understands.
Both drinks are due to be officially launched next week.
Heineken is currently locked in a battle for control of Tiger brewer Asia Pacific Breweries.
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The fourth and final part of this month's management briefing, which looks at the efforts of the brewing world in the environmental sustainability arena, considers the work of Heineken, Molson Coors a...
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