Voice, Positioning Generate Brand Loyalty

Q: How does Cuauhtémoc Moctezuma, Heineken position its brands in the market?
A: All brands must have their own voice and positioning, which is what makes Cuauhtémoc Moctezuma’s brands unique, in particular Tecate. Cuauhtémoc Moctezuma would not have lasted 127 years in the market otherwise. Tecate, for example, is a brand that appeals to men, so what better than to define not only man to man how to treat women, but also how to treat other men. That is how this marketing project was born, to fight violence against women. Even though other brands do not openly contest gender violence, we have run a series of trainings for our brewery employees, looking to educate them, as we know that sometimes there are problems at home.
Each brand defines which social battle it wants to fight. For example, Heineken targets intelligent consumption and is promoting not drinking and driving with Formula 1, while Indio promotes free speech and no censorship. We want each brand to find its purpose and make that a reality.
Q: How has beer consumption evolved in Mexico?
A: The beer market has really taken off in the past four years. We thought 2017 would be a difficult year, but surprisingly the country’s economy continues to grow and so does our industry. Mexico is a diverse country, which has permitted more people to be open to new experiences and beverages like beer.
Beer in Mexico has great potential and with every passing day we are building a brewing tradition. Beer is a product that generates moments for sharing between people and we have seen this reflected in the rising interest people have in beer and its particularities.
Q: Most production of Cuauhtémoc Moctezuma, Heineken is local. How do you manage distribution?
A: We have six plants but soon there will be seven with the opening of Meoqui, Chihuahua. This new plant will be unique: a completely green brewery. We produce and export to the US, Central and South America and a little to Europe. Sol is our most global brand, as it goes to countries such as the Czech Republic and Germany. In terms of sales, the US is our biggest client after Mexico. Additionally, we have a very important distribution network that helps us to be present in all the country. We have been in the market for 127 years, which has helped us to develop an important experience in logistics.
Q: Which new markets would you like to open?
A: We are very focused on the Mexican market. However, we already have two Mexican brands in Heineken’s global portfolio, Sol and Tecate, which allows us to enter markets outside of Mexico. Tecate, was recently named global brand and we have started selling in Chile and Colombia, where it has been well-received. Countries such as the Philippines have shown great interest and the brand has worked well in Europe and Brazil. Amstel is a Dutch brand that we are bringing to our portfolio to complement the premium-light segment. It is sold in 123 countries in as many formats as you could imagine. Carta Blanca is one of our more regional brands. We do not have plans to internationalize these brands but to keep them as local brands.

Cuauhtémoc Moctezuma, Heineken is a brewing group with a long tradition in Mexico. It comprises 13 brands and more than 20 products. The company has six plants and 16,000 employees. Cuauhtémoc Moctezuma became part of Heineken in 2010