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Tecate, or How to Tap Into a New Market by Changing a Meaning

Tecate, or How to Tap Into a New Market by Changing a Meaning

How much of your time I need: 3 minutes This article originally appeared in The Lombardian, a Tallahassee-based blog. Since then, I’ve had Tecate. It’s alright. Enter a new beer (to us, not the world), originally marketed to America’s Hispanic population but now finds itself launching into more ambitious advertising: Tecate. Taglines like “Blame your manfidence” or “Always bold, never flashy,” direct themselves to what I think one could aptly call values of machismo, a hallmark of Latin American literature and a set of male identifiers shared by many…

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