In an interview with the Director of the Tecate and Tecate Light brands, Belen Pamukoff, we were able to learn a little more about the origins of this popular beer brand.
Tell us briefly about the history of Tecate
Made with the combination of the best Mexican malt and American hops, Tecate was proudly born in 1944 on the northwest bicultural border of Mexico in the city of Tecate, Baja California. [It was] founded by a rebel who created it to quench the thirst of the city's miners [and] since then, Tecate has been refreshing consumers with the same recipe, adding to its products the launch of Tecate Light in Mexico in 1992. Tecate is an innovative brand, it was the first beer to be canned in Mexico and the first high-strength beer to be imported into the United States.
What changes have you seen regarding beer, both in consumer fashion, trends and public tastes?
Craft beer is often seen as the sector that is driving growth in the beer category, but in recent years, imported beer in the United States has become one of the most important development areas for the category, particularly Mexican imported beer.
We have also seen a change in the way that consumers incorporate brands into their lives. These consumers are increasingly seeking authenticity, so brands may no longer be everything to everyone. For a brand to be successful, its pure brand essence has to be very well defined and both its brand values and every marketing effort must reflect and reinforce this brand essence. For Tecate, everything we do is in support of our bicultural consumer, especially Mexican Americans who are living lives without complexes or prejudices.
Tecate is a nationally and internationally recognized brand, what do you attribute this product attraction to?
The beer is brewed in the border city of Tecate, Baja California. Tecate represents Mexico and Mexicans. Its history, its tradition and its legacy has transcended for years from generation to generation, from grandparents to grandchildren in the bicultural Mexican-American consumer who lives in states like California and Texas among others. Tecate beer has been recognized as the favorite beer of the Hispanic population and throughout its years it has managed to maintain its essence and its direct relationship with its market.
What advice would you give young people who are graduating from college and starting their careers?
I would tell them not to worry so much about finding the perfect job or building their perfect career and to focus on just starting their career. Let them focus on absorbing as much as they can, on learning what they like, what they don't like, and finding the areas where they develop naturally. Enjoy the process, during it you will know what fits and what does not and what suits you. And remember above all things that nobody lives the same process and development that you are living. The only way to discover the path to a passionate and fulfilling career is to walk multiple paths.
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