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Tecate grows 20%.

Tecate grows 20%

Tecate Beer, Mexico's number-one selling canned beer, is also having a banner year north of the border, according to the brand's importer, Wisdom Import Sales Co. Through July, the brand is up 19.9 percent in the U.S., demonstrating one of the biggest sales increases of any brand on the U.S. top-10 import list.

"This is the best year ever for Tecate in the U.S.," said Wisdom's Manuel Rubiralta. "In '89, Tecate moved from number-10 to number-eight in U.S. import beer sales, and was one of only three brands on the top-10 list showing growth during the year. We anticipate that Tecate sales will achieve well over three million cases for the U.S. for 1990."

"Tecate's growth has been vigorous throughout 1990," said Mark Thiese, Wisdom's brand manager for Tecate, "and we're continuing to promote Tecate aggressively this fall with strong advertising, good promotions, and a variety of activities for the September 16th celebration of Mexican Independence Day."

The brand is currently hosting "Tecate Winning Deal II" - a promotion for wholesalers that offers merchandise prizes, and trip-for-two vacations on a Mississippi River paddle boat to take part in a winner-take-all poker game with a top prize of $10,000 cash.

Tecate's advertising for 1990 features Mexico's actor-singer Pedro Infante in a series of upbeat television spots with the theme: "Enjoy Mexican happiness." Television and radio ads will also continue in Los Angeles, Albuquerque, NM, Houston, Chicago, San Francisco, and San Jose.
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Title Annotation:Tecate beer sales; Wisdom Import Sales Co.
Publication:Modern Brewery Age
Date:Aug 20, 1990
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