Heineken Launches INDIO Dark (Mexican Beer)

Heineken USA today announced the launch of Indio, a unique Mexican dark beer. Brewed and sold in Mexico since 1893, Indio will be available in June across eight key markets in California, Texas and Illinois. The 12 oz. bottled dark beer, known for its malt character and light caramel aroma, will be available for adults 21 and older at key on and off-premise locations in Los Angeles, San Diego, San Francisco, Chicago, Austin, Dallas, Houston and San Antonio in 6-pack 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.," said 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." 

According to a recent study* there are five million multicultural millennial consumers identified as "change agents". Indio will focus on 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. 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 in key markets to introduce the brand and offer insight into its target audience. This was accomplished through 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. These elements will kick-off in May to coincide with the brand launch. Creative was developed by Olabuenaga Chemistri and placed by MediaVest’s MV42 Degrees.