Grand LIA
Direct

Tecate is the beer that never leaves a Mexican behind.

In a country where brands constantly celebrate Mexican pride, few acknowledge one of the people who represent it the most: the thousands of Mexicans forced to return home after stricter U.S. immigration policies.

Rather than joining the conversation, Tecate saw an opportunity to turn one of Mexico's biggest social challenges into meaningful action.

The Problem SIX, Heineken Mexico's convenience store network, was struggling to expand across northern Mexico because many stores couldn't find people willing to operate them.

At the same time, thousands of experienced Mexicans were returning from the United States looking for work.

Tecate recognized that one business challenge could become the solution to another, connecting an overlooked workforce with a network ready to grow.

Create jobs for repatriated Mexicans, expand Tecate's SIX store network, and drive long term beer sales. One solution to one of Mexico's biggest social challenges.

The Solution Tecate launched an initiative to help repatriated Mexicans rebuild their lives by reopening understaffed SIX stores and creating employment opportunities across its production and distribution chain, turning a social challenge into a scalable business model.

Five stores are already operating, with one new store opening every month from November onward.

Each new location expands the SIX network, increases beer sales, and has already generated +27M reach, +29M impressions, +91% positive sentiment, $5M in earned media, and more than 170 PR Notes.