Tecate Launches the First Ever Floating Bar in the Gulf of Mexico

In a bold move that merges innovation, culture, and technology, Tecate, in collaboration with the creative agency LePub Mexico City, launches 'Tecate Light with Salt from the Gulf of Mexico.' The campaign introduces a special edition of Tecate Light, brewed with salt from the Gulf of Mexico, and spectacularly transforms a boat into a floating bar visible on geolocation platforms, positioning Mexico with originality.

The campaign’s claim, 'The Light that tastes like the Gulf of Mexico,' reflects its core objective: to go beyond product promotion and pay tribute to Mexico’s heritage and cultural identity. Positioned at the intersection of tradition and innovation, the Gulf of Mexico serves as the symbolic and geographical centrepiece of this initiative. The floating bar, also named the 'Gulf of Mexico Bar,' acts as both a physical installation and a digital point of interest, accessible to a global audience through an interactive map platform.

The ideation of this floating bar serves as both a symbol of Mexico’s freshness and flavour and a strategic effort to establish the 'Gulf of Mexico Bar' as a globally recognised and digitally accessible landmark. This initiative is the result of a creative collaboration between Tecate and LePub Mexico City, underscoring their continued commitment to delivering culturally resonant and relevant brand experiences. “This is what Tecate is all about: a Mexican beer that not only celebrates Mexican identity, but also, when necessary, reaffirms it—with the best of Mexico: its great beer and its creativity. In less than a month, Tecate created a new beer and launched it in a bar in the middle of the Gulf, with the sole purpose of supporting and reminding Mexicans to feel proud of their heritage,” said Marta García, vice president of Marketing of Heineken.

While the physical presence of the floating bar was designed to captivate both local and international audiences, the campaign’s impact will be significantly extended through a robust digital strategy, earned media coverage, and strategic partnerships with key influencers. These efforts aim to ensure widespread dissemination of the campaign’s core message: celebrating and instilling pride in Mexican heritage. Ricardo 'Rich' Avilés and Aldo 'Coco' Ramírez, chief creative officers of LePub Mexico City, expressed, “This launch is a testament to the ongoing innovation within the Mexican brewing industry. Tecate has long been woven into the fabric of Mexican culture, and with this campaign, we aim not only to honour that legacy but to continue celebrating and elevating what authentically belongs to us: our traditions, our creativity, and our identity.”

Tecate Light with Gulf of Mexico Salt will be available to consumers at the 'Bar Gulf of Mexico' throughout May and June. From June 20th, the limited-edition product will be distributed across select SIX Stores in key cities including Monterrey, Mérida, Campeche, Tampico, Villahermosa, and Hermosillo, while supplies last.

With ‘Tecate Gulf of Mexico,’ Tecate and LePub Mexico City introduce not just a new product, but a bold initiative that elevates Mexico’s cultural presence on the global stage. This campaign establishes a digital landmark in the heart of the Gulf of Mexico, capturing and celebrating the spirit and pride of an entire nation.