Tecate Beer was first brewed in 1944 and named after the Baja California city where it originated. Since then, the beer has enjoyed massive success throughout Northern Mexico, but, as almost all of the larger brewers have done this past year, they recently decided to undergo a visual refresh that would give the brand more appeal across the country, including the hip and cosmopolitan capital Mexico City.
Looking to modernize the brand, Tecate once again enlisted the services of agency Elmwood NY to give the beer a visual identity that would broaden its consumer base nationally without alienating longtime loyal fans (they last did a refresh back in 2015).
