WHITE PLAINS, N.Y. — From Thanksgiving to Dia de Reyes, Tecate Light is running a comprehensive, 360-degree program that offers consumers everything they need to kickstart their holiday celebrations.

The fully integrated retail promotion, including digital partnerships with Pandora and Ibotta, in-store displays and point of sale (POS), invites consumers to “Eat. Sleep. Celebra. Repeat.” (“Celebra” means “celebrate” in Spanish.)

“The ‘multicultural wave’, including Mexican-American bicultural consumers, is forecast to account for approximately 70% of beer category growth; therefore, it is becoming increasingly critical for brands to connect with them and engage,” said Jonathan Simpson, commercial marketing portfolio director for Heineken USA. “Tecate Light is the authentic, bold choice that uniquely mirrors the Mexican Bicultural consumers’ life, making it the perfect complement to their holiday celebrations with family and friends.”

Consumers often decide on the beer brand they will purchase prior to going in-store. To drive awareness of Eat. Sleep. Celebra. Repeat. prior to shopping, the brand is collaborating with digital partners including Pandora and Ibotta to deliver targeted content, product locators and cash-back rebates driving consumers in store to purchase Tecate Light.

At retail, in-store displays and POS elements containing holiday-themed images and messaging will encourage consumers to choose Tecate Light for their holiday celebrations.

White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.