Each spring for the last 12 years, Tecate backed a racing event in Southern California, an area with a large Hispanic population. For the Toyota Grand Prix of Long Beach, which this year takes place April 13 - 15, Tecate is expanding programs with tactics borrowed from its status as the largest beer brand sponsoring boxing in the U.S.
About one month in advance, specially marked packages of Tecate Light and Tecate begin appearing on store shelves in Long Beach offering mail-in-rebates worth $100 off tickets and discounts off beer, and admission to the race. This year the value of the rebate has been increased. Free “Fiesta Friday” passes can also be picked up at retail.
The retail promotions “make the event affordable to our consumers and drives traffic to the retailers," said Felix Palau, vice president of marketing for Tecate, which is the race’s official beer sponsor.