Coming into the premium gentle beer market, Mexican cerveza model Tecate partnered with company Pearlfisher, together with companion companies The Mill, Duotone Audio Group, and Nomades, to create the title and design whereas executing the branding, communication, and promoting for a brand new sub-brand for the beer maker. Tecate Alta is a lightweight “cerveza suprema,” decrease in energy however nonetheless made with premium elements, and an growth in Tecate’s product vary with the Mexican-American market in thoughts.
Alta, Spanish for above or tall, additionally creates phrase associations with “different” or “altitude” in English. Alta may additionally allude to Alta, California, a Spanish colonial province that went again to Mexico after the Mexican Struggle of Independence. The territory consisted of present-day California, Nevada, and Utah, and elements of Arizona, Colorado, New Mexico, and Wyoming, one other nod to the brand new beer’s deal with the Mexican-American shopper.
The packaging finds inspiration in Tecate’s Baja roots, with woven tapestry-like metallic accents on Alta’s white can that features nods to wheat and native natural world. The Cuchumá mountain, a sacred peak for the Kumeyaay indigenous individuals of the world, additionally options prominently within the visible identification. Because it so occurs, the mountain, often known as the Tecate Peak, is a half-mile north of the Mexico-USA border, additionally making it Mexican-American.
“Tecate Alta is about embracing 200 p.c of your identification,” stated Belen Pamukoff, model director at Tecate, by way of press launch. “A premium gentle beer doesn’t imply scaling again. In the identical method that being Mexican-American brings with it a duality and richness in combining cultures, the lightness of Tecate Alta and the specialness of its elements make method for extra pairings and events.”
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