Heineken USA debuted new Tecate Titanium earlier this year. The 7.5% ABV (alcohol by volume) beer was created specifically for the convenience-store channel to capitalize on a growing demand for high-alcohol beers, the supplier says.
The new brew enters a market segment in which total 6.5% or higher ABV products are growing by 10%, while single cans are up by nearly 12%, according to data provided by White Plains, N.Y.-based Heineken.
“Our core target, Hispanic c-store shoppers, are currently underserved by existing high-ABV options,” said Belen Pamukoff, Tecate brand director.
The gap in the market is to the extent that “most of the high ABV options are nonbeers, inferior beers or hoppy craft beers,” Pamukoff said.
In response, Tecate Titanium “provides an opportunity to further expand the fast-growing Mexican category with a unique high ABV option … a superior liquid (available) at a competitive price point in a segment our shopper target is familiar with.”
Heineken USA isn’t alone in its recent embrace of ABV drinks. Read on for more about Tecate Titanium and six other 6.5% or higher beers, spirits or flavored malt beverages rolling out recently.