This month, Heineken USA introduces its Mexican dark beer, Indio, to the United States. Brewed and sold in Mexico since 1893, Indio will be available in six-packs and 12-packs of 12-ounce bottles only in Los Angeles, San Diego, San Francisco, Dallas, Houston, San Antonio and Austin, Texas. Damn A-Holes leaving out Nashville – how dare them…..don’t worry though we wont be far behind……
“Not only does the launch of Indio in the U.S. strengthen Heineken USA’s portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.,” said Felix Palau, vice president of marketing for Indio, in a statement. “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 audience’s interests and passions in life.”
As part of the brand’s pre-launch strategy, Heineken USA hosted “The Indio Experience,” a series of Indio Road Shows for distributors and retailers in key markets to introduce the brand and offer insight about its target audience. This was accomplished through live performances from DJs and bands, “Spanglish” tutorials and brand sampling and ohhhh boy was this a fun time…..
Indio’s non-traditional marketing efforts were designed to mirror its target consumer – Me…..and I guess it kinda worked….
Until Next Time,