The Tasting Panel magazine

September 2014

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1 16  /  the tasting panel  /  september 2014 BEER A nyone who has ever worked in a bar or restaurant knows that nothing brings out the crowds and merriment quite like a holiday. And while most Americans—whether of Mexican lineage or not—know of and celebrate Cinco de Mayo, many might be surprised to find out that those festivities do not mark Mexico's freedom from Spain. Mexican Independence Day actually falls on September 16th every year—the day after National Hispanic Heritage Month begins in the U.S., home to the largest Mexican community in the world after Mexico itself. Steeped in Mexican traditions and brewed by Cuauhtémoc Moctezuma Brewery, Tecate and Indio are no strangers to catering to these holidays or the taste preferences of Mexican-Americans. "Many of our adult consumers used to drink our beers when they were still living in Mexico, while others—in particular the bicultural, 21+ Millennials—first discovered them in the U.S. Regardless of where they first tasted our beers, they're a tool for them to express their cultural pride, almost like a badge," explains Gustavo Guerra, Brand Director for both Tecate and Indio. Not only do they share a rich history with the Mexican people, their taste profiles also align with their palates, since Mexican-Americans rarely shy away from bold flavors. ¡Viva México! CELEBRATING MEXICAN HERITAGE WITH TECATE AND INDIO by Emily Coleman

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