WHITE PLAINS, NY: Heineken USA has kicked off a campaign targeting acculturated Hispanic consumers for its Mexican beer brand Indio.
Heineken is launching the beer in the US after a study by Telemundo showed that a “very specific” group of Millennial Hispanic consumers is not being targeted by other beer-makers, said Felix Palau, VP of marketing for Heineken's Tecate and Indio brands. Indio originally launched in Mexico in 1893 with the name of the last Aztec emperor, Cuauhtémoc.
“The Millennials ...