Branding
Thursday May 6, 2021 By David Quintanilla
Tecate Partners With Pearlfisher To Bring New Sub-Brand Tecate Alta To Market | Dieline


Getting into the premium gentle beer market, Mexican cerveza model Tecate partnered with company Pearlfisher, together with accomplice businesses 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.

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Alta, Spanish for above or tall, additionally creates phrase associations with “various” or “altitude” in English. Alta might additionally allude to Alta, California, a Spanish colonial province that went again to Mexico after the Mexican Conflict 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 concentrate on the Mexican-American shopper.

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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, also referred to as the Tecate Peak, is a half-mile north of the Mexico-USA border, additionally making it Mexican-American.

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Editorial photograph

“Tecate Alta is about embracing 200 p.c of your identification,” mentioned Belen Pamukoff, model director at Tecate, by way of press launch. “A premium gentle beer doesn’t imply scaling again. In the identical manner 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 manner for extra pairings and events.”

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