Tecate Brings Back Boxing Retail Promotion

‘Throw a Knockout Party’ promotion offers a fully-integrated marketing program to drive consumer engagement and retail sales.

Tecate aims to show boxing fans that every night is an occasion that can match up with the biggest fights of the year.

As consumers get ready for the May 4 bout between champions Saul “Canelo” Alvarez and Danny “Miracle Man” Jacobs for the World Middleweight title, Tecate is bringing back its popular boxing promotion that will showcase the at-home viewing experience and connect consumers to engaging sweepstakes and offers.

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Tecate is inviting fans to “Throw a Knockout Party” during a March-May retail promotion. On- and off-premise activations capture all the excitement of the ultimate showdown to engage boxing fans and beer drinkers nationwide.

“Tecate buyers are two times more likely to be boxing fans than the average U.S. household and Hispanic shoppers, the core Tecate consumer, are 56% more likely to be fans of boxing, ” said Oscar Martinez, Tecate senior brand director, HEINEKEN USA. Tecate continues its longstanding support for boxing and its most exciting, high profile bouts between the world’s most renowned fighters. The viewership these fights attract has had a tremendous impact on consumer engagement and Tecate sales,” continued Martinez. “The fights and the passionate fans who support them, have expanded share of voice, trial and awareness and we expect this year’s promotion to be even more successful than the great results we delivered in 2018. Tecate, the official beer of boxing, is in the ring with this exciting trend.”

“Throw a Knockout Party” is a fully-integrated marketing program that works on multiple levels to drive consumer engagement and retail sales. Fight thematic POS will be used to secure in-store displays to drive awareness and shopper takeaway. A variety of high-impact merchandising materials direct consumers to download a free Tecate App and enter the sweepstakes for a chance to win one of five pairs of tickets to the Canelo Jacobs bout in Las Vegas, airfare and hotel included, and one of 100 Tecate-branded Nebula projectors. A retail partnership with Jose Cuervo tequila will provide a cross-merchandising opportunity for incremental sales and profits.

Beer and tequila savings will be offered through MIRs and IRCs where legal. In an aggressive on-premise push, Tecate will host bar takeovers with all things red and blue. With Tecate, any night can be an occasion that matches up with the biggest fights of the year and retailers can benefit from the daily engagement leading up to the May 4 showdown.