Heineken USA is launching Indio, a Mexican dark beer, in the U.S. Brewed and sold in Mexico since 1893, Indio will be available in June across eight key markets in California, Texas and Illinois. The 12-ounce bottled dark beer, known for its malt character and light caramel aroma, will be at key on- and off-premise locations in Los Angeles, San Diego, San Francisco, Chicago, Austin, Dallas, Houston and San Antonio in 6-packs and 12-packs.
“Not only does the launch of Indio in the U.S. strengthen Heineken USA’s portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.,” says Felix Palau, VP of marketing, Indio. “Market segmentation continues to have a major impact on the industry and Indio will use this trend to create a very specific campaign that speaks directly to the niche audiences’ interests and passions in life.”
Indio will target Hispanic men 21-26 years old who are constantly in search for brands that understand their need to express their identity by creatively fusing urban and Latino cultures, the company says. Indio will launch a platform through which this expression can be shared among consumers.
As part of the brand’s pre-launch strategy, Heineken USA hosted “The Indio Experience,” a series of Indio Road Shows for distributors and retailers, which immersed attendees into the passion of Indio’s consumer through live performances from DJs and bands, Spanglish tutorials, and brand sampling.
Indio’s non-traditional marketing efforts were designed to mirror its unique consumer and will include online communication, digital advertising, OOH postings and murals, and influencer sampling, the company says. Creative was developed by Olabuenaga Chemistri and placed by MediaVest’s MV42 Degrees.